OTCs considered "good value" by 40% polled for NDMA Consumer Confidence Index.

OTCs "A GOOD VALUE" ACCORDING TO 40% OF CONSUMERS POLLED in NDMA's Consumer Confidence Index. For the CCI for the first quarter of 1997 280 consumers were polled. Of those, 40% "strongly agree" that OTCs are a "good value." The most positive response to the nine questions posed was 75% who strongly agree that OTCs are convenient to buy, followed by 64% who strongly agree that OTCs are safe.

Over the course of five polls for the CCI, the perception of OTCs being a good value has fluctuated. The first wave, conducted in March 1996, said 39% strongly agree that OTCs are a good value. The second wave said 46%, the third, 41% and the fourth, 36%. Among those polled, 69% said they strongly/somewhat agree that OTCs are a good value. The mean score for the good value position based on a one to nine scale, was 6.7

The Consumer Confidence Index survey began in 1996 as a tool to "monitor attitudes, perceptions and potential problems among consumers concerning OTC medicines," NDMA President Jim Cope told the association's annual meeting in White Sulphur Springs, W.Va. May 16-17 during the "Report from Washington." The survey is under the direction of Mark Sanderson, Novartis Consumer Health, who chairs the Market Research Committee.

Consumers are asked to rate their perception of nine OTC issues on a scale of one to nine (one being strongly disagree, nine strongly agree). The nine topics are: "convenient to buy OTCs"; "OTCs are safe"; to "take better care of myself"; "packages safe for children"; "OTCs are effective"; "OTCs have minimal side effects"; "OTC labeling is easy to read"; "OTCs are a good value"; and there is "enough information available."

Results for the first quarter also show that 60% of those polled strongly agree that OTC packages are safe for children; 51% strongly agree that OTCs are effective and they have minimal side effects, and 50% strongly agree that OTCs help them take better care of themselves; according to the CCI. Less than half (49%) of the 280 consumers surveyed strongly agree that OTC labeling is easy to read, and only 44% strongly agree that enough information is available to consumers about OTCs.

NDMA Senior VP and Director of Public Affairs Joe Doss told the annual meeting that based on 1996 results, "consumers gave their highest ratings to OTC safety and the convenience of buying these products. The lowest scores -- although still positive with mean scores of 6.8 -- were for OTCs being a `good value' and for consumers having `enough information' on OTC products," he noted.

First quarter results from the CCI "reaffirm that consumers have a high degree of confidence in the safety, effectiveness, cost-value and access of OTC medicines," Doss said. "In fact," he added, "the percentage of adults surveyed who `strongly agreed' with the various statements in this quarter is generally higher than at the same time last year."

Doss said NDMA will "continue to monitor this positive trend through the year, and the CCI results will be used to hone and strengthen our educational messages and our methods for presenting these messages to the consuming public." NDMA will continue the survey on a quarterly basis for the remainder of 1997. Beginning in 1998, the survey will be conducted annually.

When the most recent wave of respondents was asked "What would you change about OTC medicines," there were 18 spontaneous comments about the economy of OTCs, with 16 of those commenting that prices should be lower. There were 29 comments on safety/packaging/directions/information. Eight comments said labels should be easy to read and more information should be provided; six said more warnings should be listed; four said labels should be easy to understand; and a comment each said that ingredients should be listed, packages should have easy to open caps and regular and tamper-proof packages should be available.