CHPA Educates Shoppers in Dollar General's OTC Aisle
The Consumer Healthcare Products Association (CHPA) Educational Foundation has launched a P-O-P pilot program with Dollar General to help shoppers choose over-the-counter pain relievers.
Comprising educational signage at nearly 19,000 Dollar General stores in 47 states, the program reflects the foundation's partnership with three CHPA CPG member companies: Haleon, parent company of Advil; Tylenol manufacturer Johnson & Johnson, and Perrigo, maker of DG Health (Dollar General’s OTC private label) acetaminophen and ibuprofen products.
The program, which runs through Dec. 31, aims to educate consumers about which OTC pain relievers may be right for them, according to a news release from CHPA. In-store signage drives shoppers to the CHPA foundation's online OTC pain relief interactive assessment using Vestcom's data-integrated shelfAdz tags and QR code deep-link technology.
Available in both English and Spanish, the assessment prompts shoppers to answer a series of questions to determine individual risk factors and provide a personalized report.
CHPA says the collaboration aims to address a need to empower shoppers' to make informed decisions about their health at the point of purchase, especially for those living in "health deserts," or underserved or rural communities without nearby access to care, in addition to community members who may have low health literacy.
"As people grow more proactive about their health and wellbeing, manufacturers and retailers have a critical window of opportunity to address consumers' needs by bridging health literacy gaps in a way that enables safe use and better self-care," said Anita Brikman, executive director, CHPA Educational Foundation, in the release.
With a focus on advancing OTC literacy among vulnerable communities, the foundation commissioned research in 2021 specifically on educational interventions to support low health literacy populations. Based on the research, the foundation concluded that its consumers wanted bilingual health information that can be quickly accessed and easily interpreted, colorful graphics and iconography, and QR codes to access information quickly and efficiently.
"Our research showed that QR code technology is a preferred way to access information, and we believe our OTC pain relief quiz is a solution to help support shoppers in the pain category, given the myriad of choices available,” said Brikman.