Medicines, yes, but we don’t look for healing on the Internet

By: Trademagazin Date: 2024. 04. 11. 11:13

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In the case of a health complaint they have not experienced before, according to their own admission, patients mostly find out about treatment options in person or over the phone, at their family doctor, according to GKID’s research conducted among online customers on behalf of Publicis Groupe Hungary. Although patients are turning to online search engines more and more often, they use them to buy over-the-counter products more often than to diagnose themselves. The research also highlights that, like many other products, domestic consumers are price sensitive in this category as well, yet they choose the pharmacy because of the location rather than the prices or promotions.

There are nearly four million active online customers in Hungary, the vast majority of them, more than 3.5 million people, are also involved in the purchase of over-the-counter preparations and medicines. Due to the size of the affected target group and the sensitivity of the topic, one of the largest domestic media and creative agencies, Publicis Groupe Hungary, decided to investigate consumer habits related to over-the-counter medicines with the help of several studies.

According to the research carried out in February of this year by GKID, which surveyed more than 5,000 people, customers’ purchasing decisions are determined on average by three main aspects: 54% prioritize their previous experience, 49% follow the pharmacist’s recommendation, while 39% considers the price of the product to be decisive.