November 2016

Treiber der Zahlungsbereitschaft im OTC-Sektor

Healthcare Marketing 11/2016 - Ein niedriger Preis ist nicht das alleinige Argument im Kaufentscheidungsprozess von OTC-Präparaten. Eine wichtige Rolle spielen auch Marke, Empfehlung, Leidensdruck und Produkteigenschaften. Oft greifen Verbraucher für Produkte mit pflanzlichen Wirkstoffen tiefer in die Tasche.
Autorin: Ella Jurowskaja, Ears and Eyes

Trotz wachsendem Trend zur Selbstmedikation kann die Zahlungsbereitschaft im OTC-Bereich insgesamt als verhalten bezeichnet werden. Das hängt unter anderem mit einer veränderten Haltung der Patienten zusammen. Im OTC-Sektor werden aus Patienten zunehmend Konsumenten, die selbst aktiv werden, sich mithilfe von Internetquellen, Blogs, Fachartikeln usw. informieren und gezielt die Entscheidung für oder gegen ein OTC-Produkt treffen. Preisvergleichsportale, Discount-Apotheken sowie Rabatte determinieren zudem das Preisbewusstsein in diesem Bereich. Der Preis ist dabei nicht das alleinige Argument für oder gegen ein OTC-Präparat. Der Entscheidungsfindungsprozess und im Umkehrschluss die Zahlungsbereitschaft werden gleichwohl von Parametern wie beispielsweise Stärke des Leidens, Indikation, Bekanntheit der Marke oder des Herstellers, Beratung am POS, Kundenberichten, Gesundheitsbewusstsein sowie Empfehlung des Arztes bedingt. Für Marketingentscheider besteht nun die Herausforderung im frühzeitigen Erkennen relevanter Stellschrauben, um sowohl die Kommunikation als auch den Vertrieb der eigenen Produkte über die relevanten Touchpoints zielorientiert steuern zu können.

Leidensdruck ist stärkster Treiber

Im Rahmen einer Ears and Eyes-Webshuttle-Befragung im September 2016 wurden 1.000 in Deutschland lebende Personen gefragt, unter welchen Voraussetzungen sie bereit sind, mehr Geld für ein rezeptfreies Produkt zu bezahlen.


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Virtual Shelf

With our 3D shelf, we simulate the PoS more realistically than ever before. This saves you not only a lot of time, but above all a lot of money. We explore the potential of your design alternatives with our "best-in-class" shelf. We simulate real purchasing decisions at the PoS for you quickly, simply and affordably. Thanks to 3D technology, individual products can be removed from the shelf with the mouse and viewed from all sides.

This way you can test how your product comes across in a very realistic setting with real competition. Our shelf test delivers valid results within a few days even for large sample sizes and difficult target groups – and that at comparatively low costs.

The virtual implementation makes design modifications and optimisations quick and easy, all without the normally high associated costs of prototypes and dummies.

More about our fields of research and research tools


Knowledge of the needs, habits, attitudes, motives and expectations of consumers is fundamental to developing new ideas and solutions. That's why we at EARSandEYES have developed numerous tools to accompany your target group throughout its day.

Since more and more consumers are equipped with terminal devices these days, we have developed our "Mindjournal" app for authentic investigations in the here and now. For precise and unfiltered, spontaneous statements in response to situationally posed questions. Whether auditory or visual input, numerous help functions make it easier for the respondent to react immediately, regardless of the place and situation. Situational, emotional, honest. As close to the consumer's everyday life as possible.

More about our fields of research and research tools

Systematic Innovation Management

With EARSandEYES you can benefit from systematic innovation management, which allows us to assist you throughout the entire innovation process, starting with insight generation through to launching the final product:

No matter what stage of innovation you are currently at, we offer you customised solutions to the challenges you are facing. With your assistance, we can gather the relevant consumer and market insights, reveal promising fields of innovation and use these to develop concrete products and services with you, taking into account all the facets of your marketing mix.

Basing your decisions on solid foundations will give you implementable solutions for your brand and minimise the risk of making the wrong innovations. This way, we help you get the best out of your company and your brand.

Children and youth

We are concerned not only with autonomous consumers with enormous purchasing power, but also with manipulators and co-decision-makers when it comes to adults' reasons to buy. You as a company therefore do well to establish your brand in this target group as early as possible, for the process of cementing brand loyalty is taking place ever earlier and we're talking about the consumers of the future.

That's why we decided as early as 1998 - as the first institution ever - to give child and youth market research its own online platform. Besides age-appropriate text and child-oriented display of questions, our avatar, "Scanny," helps the youngest participants by reading the questions aloud and lending assistance in answering the survey.

More about our fields of research and research tools

We wish you a merry Christmas

As the year draws to an end, we can look back on a great deal of progress at EARSandEYES. We have expanded our team and areas of expertise, we have conducted fascinating studies for many loyal and new customers and we have developed entirely in line with our wishes and plans. And all of this in new offices with a beautiful view over Hamburg. We are feeling glad and cheerful.

We thank you for your trust and our wonderful working relationship and wish you and your loved ones a merry Christmas and a healthy, peaceful and successful New Year.

Custom design

Every company is different, every company is concerned with different questions. That's why every customer has a right to an individual examination of their question. That's why we have no 'off the shelf' products.

Our thinking project managers, our years of experience in market research and our portfolio of a variety of tools make it possible to develop custom-made questionnaires to answer your precise question comprehensively and expediently. Naturally, we also have tried-and-tested standard surveys and tools - but we use them flexibly, not rigidly, and always keep our eye on the goal of generating the best results for our customers.

What you can also expect from us

Access pools

We use our own platforms to recruit and manage these access pools, which are of excellent quality thanks to careful nurturing and a variety of measures for identifying and reviewing the target persons. Highly specialised target groups can also be recruited from these EARSandEYES online access pools in sufficient numbers.

Naturally, we also work in numerous other European, Asian, South and North American and some African countries and in Australia. In these countries, we cooperate with well-known panel operators with whom we have amassed years of good experiences.

Another first in the German market research landscape is our own child access pool that makes it possible to survey children and youth aged 4 to 15 years.

What you can also expect from us

Almost every fourth person avoids certain foods

Gluten-free rolls, only lactose-free milk: According to a SPIEGEL ONLINE survey, 23 per cent of Germans complain of food intolerances. People who are not affected often have little understanding of this.

23 per cent of Germans avoid certain foods because they say they do not tolerate them. This is one of the results of a representative survey conducted by the market research institution Ears and Eyes on behalf of SPIEGEL ONLINE. 2,450 people aged 18 to 65 provided information on the subject of food intolerances and allergies. 567 stated that there are some foods they never or only rarely eat because they do not tolerate them.

To publication

To article with video

Our presentations

This year, too, we were represented at the market research trade fair again in Munich in October 2014 with our stall and two presentations.

If you are interested in one or both presentations, please contact us. You'll receive your login data for the download from us.

Workshop 1
"New methods for generating insights in the health market - a case study for Klosterfrau."

Workshop 2
"Many questions? And yet short interviews! On modularisation and data mining."

Contact and download

About us


Oberstraße 14 B
D-20144 Hamburg
Telephone: +49 40 822240 0
Fax: +49 40 822240 440

Managing director: Susanne Maisch, Frank Lüttschwager

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Concept & text: Alexander Maisch
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Film: ad.quarter

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Oberstraße 14 B
D-20144 Hamburg

Telephone: +49 40 822240 0
Fax: +49 40 822240 440



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