The Consumer Healthcare Products Association (CHPA) has teamed up with deep discount retail giant Dollar General to help shoppers answer a lingering question in the aisles: Which over-the-counter drug should I choose?
The CHPA Educational Foundation on Monday unveiled an interactive shelf tag pilot at nearly 19,000 Dollar General stores in 47 states in which customers can receive help deciding which OTC product to choose at point of purchase. Association members Haleon (maker of Advil), Johnson & Johnson Consumer Inc. (maker of Tylenol), and Perrigo (maker of DG Health acetaminophen and ibuprofen products) join forces with CHPA and Goodlettsville, TN. Dollar General, based at the initiative.
As part of the pilot, which runs until December 31, Vestcom’s data-integrated shelfAdz tags with QR code deep linking technology will be placed on shelves in OTC pain management aisles at Dollar stores. General. The tags allow shoppers to use their smartphone to scan a QR code and be directed to the KnowYourOTCs.org website. After answering a series of brief questions to determine individual risk factors, buyers will receive a personalized report summary to help them select the right over-the-counter pain reliever for them. The over-the-counter pain relief online interactive quiz is available in English and Spanish.
“As people become more proactive about health and wellness, manufacturers and retailers have a critical window of opportunity to meet consumer needs by closing health literacy gaps in a way that allows for safe use and better personal care,” according to Anita Brikman, CEO of the CHPA Educational Foundation.
Food, drug and mass distribution retailers have been trying for years to find ways to help shoppers in the over-the-counter medicine aisles as they scan the myriad of products on the shelves to determine which item would be their best choice.
Growth in the number of multi-function, multi-symptom, time-sensitive (am/pm), private label and other products, as well as form factors (geltabs, chewable, dissolve, etc.) and count sizes, has made the selection process difficult for many consumers, and busy pharmacy staff (for stores with a pharmacy service) are not always available for advice on the spot. Some retailers – such as drug chains Rite Aid, Walgreens and CVS – have also rolled out information boards and display graphics to help customers make choices based on their symptoms, as well as grouped products on the solution base.
The CHPA Educational Foundation described the pilot project with Dollar General as a “first collaboration” aimed at building the decision-making capacity of shoppers at the point of purchase, in this case for over-the-counter painkillers. Retailers like Dollar General, the foundation noted, have a “tremendous opportunity” to help consumers make more informed healthcare decisions, especially for those living in underserved or rural communities without access. to nearby care – or “health deserts” – and community members with low health literacy.
Last year, the foundation commissioned research on educational interventions to support populations with low health literacy. The results indicated the need to provide easily accessible and interpreted health information in English and Spanish, colorful graphics and iconography, and a QR code for quick access to information.
“Our research has shown that QR code technology is a preferred way to access information, and we believe our over-the-counter pain relief questionnaire is a solution to help shoppers in the pain relief category. pain, given the myriad of choices available,” Brikman said. “We are extremely grateful to Haleon, Johnson & Johnson Consumer Inc., Perrigo and Dollar General for partnering in support of this initiative, and we look forward to continuing to work towards our common goal of serving consumers and enabling shoppers to make decisions for better health outcomes.
The pilot project with CHPA comes several months after Dollar General announced the formation of a committee to explore ways to expand its healthcare offerings. In late July, Dollar General said it had established the Healthcare Advisory Panel, a group of healthcare industry experts who serve as “thought partners” and strategists to help the retailer develop its strategy and make the best investments. its resources in the field of health and well-being. . A year earlier, the company unveiled plans to expand its healthcare business to meet more customer needs and establish itself as a healthcare destination. The effort included an increased assortment of cough and cold, dental, nutritional, medical, health and feminine hygiene products in many Dollar General stores.
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