NDMA is classified as a probable human carcinogen (a substance that could cause cancer) based on results from laboratory tests. Not long ago, a variety of products containing this substance were voluntarily recalled by the FDA for the levels of NDMA.
I was given Zantac at an early age after struggling with acid reflux. From a marketing standpoint I think it is important to note that despite all of the recent discoveries, I, as a consumer marketer feel more saddened at the fact that I will not be able to have Zantac at the hint of acid erosion than the fact that for years I have been possibly putting this carcinogen into my body. What could possibly cause that? Why is it that I am so loyal to this brand one may ask?
The brilliant marketing approach used by Zantac when entering the industry was extremely innovative and launched them into dominating the antacid/ peptic marketplace and develop brand loyalty. How they did this was to implement educational symposia for physicians which was instrumental in disseminating both disease and product information to primary care physicians and specialists, thus increasing the physician’s referrals which ultimately pleased them but also creating public awareness of gastrointestinal disease and urging everyday consumers to visit their physician.
Based on Maslow’s Hierarchy of Needs, Zantac marketed to the consumer level by targeting the most general levels of needs, Safety Needs (in this case Health) and Love and Belonging (in this case a sense of connection) and It was this marketing strategy that ultimately led consumers such as my mother, my father, my aunts, uncles and even myself to be prescribed Zantac and gave us the perception that Zantac was the superior brand whether or not other generic brands contained the same ingredients. Zantac targeted the fear of their market of gastrointestinal disease and illness and provided a solution giving the public the perception that they actually cared about their gastrointestinal health and were striving to provide the product to resolve it.
When consumers feel that a company genuinely cares or is concerned about their wellbeing, the public is more willing to trust and be loyal to the company. Now that Zantac has been recalled, consumers are left to scurry and wonder, what else is out there? What other brand cares more about our gastrointestinal health more so than the bottom-line?