Using access to information and planning abilities to back up distributors so they can help people
to enjoy health and a lovely life
Consumer healthcare MRs handle sales of over-the-counter (OTC) medicines, notably those under the Tiovita, Solmack, and Harncare brands, which can be purchased at pharmacies and drugstores. In recent years, the super-aging of society and population decline have become great concerns in Japan. The control of surging medical costs associated with these trends remains a major challenge for the future. The Japanese governmentʼs approach of “self-medication,” defined as "being responsible for your own health and treating mild complaints by yourself," will be further expanded in the future. As a national policy to support this, the self-medication taxation system took effect in January 2017. Raising awareness of and promoting the use of OTC medicines will become a key role for pharmaceutical companies to play.
Taiho Pharmaceutical has expanded its lineup of OTC medicines to help people cope with a variety of illnesses. It has launched various promotional campaigns to better market them to customers. In order to further increase market presence, the consumer healthcare MRs, which deal most closely with consumers, actively support the creation of highly attractive sales environments and imaginative POP displays and proposals for customer events, etc., tailored for each region.
Currently, accurate information has not been widely provided concerning comparatively common concerns such as mild urinary incontinence, frequent urination, liver dysfunction, and obesity, etc., which are largely recognized as diseases. The Division is focusing on awareness-raising activities for these diseases, such as holding study sessions for pharmacists and registered pharmacies.
The Division is ramping up promotion of designated quasi-medicines under the Tiovita and Solmack brands in convenience stores and supermarkets. Its consumer healthcare MRs not only make the presence of Taiho Pharmaceutical better known to consumers, but also help to promote consumer health with detailed product proposals that emphasize local characteristics.