Openness toward self-directed care

Despite this shift expert knowledge of a doctor/ HCP is still valued, but convenience also important for Rx

Where OTC preferred* 

Where Rx is preferred*

*Areas that can ONLY be Rx, such as oncology products, were NOT included 

Mixed OTC/Rx Preference

You say Rx, I say OTC

Two unique profiles emerged in our research: Help Me With My Health (Rx strongly preferred) and Health Confident (OTC strongly preferred)