OTCノイズを打ち破る

When it comes down it, OTC softgels are just more appealing to consumers—and it’s not by accident. Afterall, who likes bitter syrups and large rigid tablets? OTC softgels are more popular because:

• They’re easier to swallow—or chew
  It comes down to ease of use. Having to take an OTC medicine is already a less than desirable task and softgels’ easy-to-swallow—or chew—characteristics aren’t just appealing to geriatric and pediatric consumers. Any consumer would prefer an OTC medicine that wasn’t a dreadful experience and softgels are truly more enjoyable.

• They provide faster onset of relief
  The liquid properties of an OTC softgel are absorbed in the body quicker than standard OTC drugs. This means the consumer will get relief much quicker—adding to softgels’ convenience and consumer preference.

• They have better sizes and can be made to taste good
  Take yourself back to a time where you’ve had to shallow a large pill that didn’t taste good—it probably wasn’t a great experience. Softgels can eliminate this type of unpleasantry in two ways. The first is the fact that softgels are made with a flexible outer shell—making them easier to swallow. The other way is making softgels into chewable forms that taste good. Either option makes consumption a less daunting task for the consumer.

• They have more aesthetically pleasing colors and appearance
  Not only do softgels’ size and shape help make consumption easier, but their bright colors are generally more appealing to consumers, as well.

As we’ve previously stated, the key to getting your brand more recognition at the store-level is getting more of your branding, in more OTC categories. From the cough/cold category, to the pain relief, allergy, and anti-diarrheal categories—softgels can be manufactured into a myriad of different OTC drug offerings.

But it doesn’t stop at getting more of your product in more categories, either. It’s about communicating to consumers that your brand is capable and can be a customer’s one-stop-shop for all their OTC needs. This heightens your value to the consumer. You’re adapting to their preferences and providing them with a sense of reliability because you’re able to address any ailments that call for an OTC medicine.

A major roadblock to your softgel plans may be getting buy-in from internal decision-makers and stakeholders. One of the reasons why adding softgels to a company’s drug portfolio is typically nixed, is the misconception that they are more expensive to manufacture. The reality, however, sings a different tune. The cost of goods required to manufacture softgels is the same and in some cases, lower than the cost of manufacturing more traditional oral solid dose OTC medicines. Furthermore, softgels are a smaller investment when it comes to equipment as well. With softgels, as the commercial batch is made on the same equipment as the development batches, there’s no need to scale the equipment—no matter the batch size. Without communicating this understanding, obtaining buy-in from your internal decision-makers and stakeholders is likely going to be difficult. Be sure to provide examples like these and better your chances of getting your softgel strategy off the ground, and up and running.