As prescription-wary consumers turn to homeopathic products, OTC brands could alleviate some of their apprehensions by publishing key safety and active ingredient information online. However, L2’s Digital IQ Index: OTC Health Care finds many companies failing to do so.
While all Index brand sites list active ingredients, only 65% disclose additional ingredients that can be found on product packaging. Similarly, only 58% include a phone number to report side effects and 13% include the toll-free number to reach poison control.
This reflects the simplicity of Health Care brand sites in comparison with those in other sectors. Basic features are often missing or limited: for example, only 46% of brands enable visitors to filter product results by “type” and only 34% support filtering by “symptom.” Given that 71% of survey respondents primarily shop for OTC products by symptom, two-thirds of Index brands are neglecting a valuable opportunity.
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