How do HCPs stack up with new moms?
The pediatrician or other pediatric healthcare provider is one of the important relationships for new moms, but are millennial moms getting all of what they need? OTC marketers may be able to fill some gaps, according to the RLA Collective Mom-Shop Report, A National Survey of Soon-to-be and New Moms’ Shopping Behavior conducted with Persuadable Research. Some notable findings marketers might find useful:
- Nurse practitioners are a good target: This HCP group is more likely to recommend a particular brand of OTC than pediatricians and family/general practice doctors
- Samples: Half of new moms report that their HCP sometimes provides a sample they can use
- Coupons: Nearly two-thirds of new moms wished their HCP provided coupons in addition to samples
- Educational materials: Nearly three-quarters of HCPs provide informational materials at least sometimes; 38% of new moms wished their HCP provided more informational materials
What other HCP opportunities make sense to reach your audience? Download the full reports here for the answer.