Understanding Trust in OTC Medicines: Consumer and Healthcare Provider Perspectives

Introduction

To gain new insights on the issue of what drives trust in OTC medicines, Nielsen and IMS partnered to conduct surveys of consumers and healthcare providers to understand what leads both groups to trust OTC medicines. Both survey designs measured the relative importance of potential trust attributes, or drivers. Respondents spent approximately five minutes answering profiling questions, followed by approximately five minutes of an exercise where they looked at 12 sets of four attributes that were repeated in different patterns to result in an overall relative ranking of 20 attributes of trust.