Melody Hartzler, Pharm.D.
Vitamin, marketing, strategies, pharmacy, focus group, consumer, purchase, supplement, Cedarville, REACH
According to the 2009 Global Report, Vitamin A supplementation in children reduces the death rate by 23% in populations at risk of deficiency. REACH Vitamins is a for-profit business that provides a one-year supply of vitamin A to children in underprivileged countries for each bottle of vitamins A, B, C, D, or the multivitamin purchased. The primary objective of this exploratory, qualitative study is to determine if there is a more appropriate marketing strategy for REACH Vitamins compared to the current marketing strategy used. The secondary objective is to determine if REACH Vitamins’ charity motivates consumers to purchase their products. Sample size will not be determined before testing is underway. Participants must be 18 years or older and be able to read and understand English. Physicians, pharmacists, and consumers from southern Ohio will be interviewed in focus groups for their opinions on the best vitamin marketing strategies. Questions will be open-ended and intended to invoke discussion in the group. Notes from the focus group will be written and recorded using Livescribe software. Data will be entered into the program NVivo. Data collection begins in the Fall of 2014.
Davis, Jessica; Long, Jordan; Buck, Megan; Bicknell, Paul; and Hartzler, Melody L., "Efficacy of Marketing Strategy for REACH Vitamins" (2013). Pharmacy and Nursing Student Research and Evidence-Based Medicine Poster Session. 56.
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