Women far ahead in self-medication

When it comes to self-medication, women are in the lead: while 80 percent of women always try to help themselves with over-the-counter medications, the proportion of men is much lower at 64 percent. These are the results of the study "Customer Journey for OTC Products" of the market research and consulting institute YouGov, for which in March 2015 a total of 2,047 consumers were asked about the purchase process of OTC products. The purchasing process analysis is being comparatively examined for 16 indications from more than 32 single indications.

Picture: contrast workshop - fotolia

According to the YouGov health typology, women are more informed (23 percent) and more sovereign (21 percent) in dealing with health issues. Men are more comfortable (19 percent), negligent (20 percent) and uninterested (27 percent). Also with regard to the information behavior regarding over-the-counter remedies and medications, clear gender differences can be seen. For example, women are the most likely to be counseled by the pharmacist (72 percent), while men are the recommendation of a doctor is important (77 percent).

"For OTC marketing, it can be concluded that the speech must be directed to women. Our qualitative research also shows that women often shop for themselves as well as for their partners or spouse ", says Dr. med. Ella Jurowskaja, Consultant in Healthcare at YouGov.

Also, the brand is important for the purchase of over-the-counter medications for women: 15 percent of them say that acquaintances and trustworthy brands are extremely important to them. By contrast, only 9 percent of the brand's men attach such importance. With regard to packaging, however, both genders seem to agree. For example, 49 percent of men and 46 percent of women say they do not need attractive packaging.

"But you have to be careful at this point. Although consumers say that packaging is of secondary importance, it is the most important communication tool on the shelf, "Dr. Yurovskaya continues.

Similarly, when looking at the buying behavior of different OTC products gender differences. For example, women are more likely to buy from the following areas: anti-aging, anxiety, restlessness and trouble falling asleep, animal health, women's health, homeopathy and kidney and bladder. On the other hand, men are more likely to buy products from the areas of sexuality, athlete needs, cold and immune system, heart, circulation & blood vessels, men's health and dental health & oral hygiene. Most commonly, both women and men buy products for the common cold and immune system. Here are man and woman in the product choice then again agreed. ACC is acutely ranked first for 17 percent each. (Pm)