The unique selling advantage for Value Drugs will be it’s ability to induce price-sensitive and value-oriented consumers to purchase it’s products through clever promotions and packaging.

While other companies are involved in the value pharmaceutical business, Value Drugs believes those companies have taken an improper approach to packaging and promotion of their product.  Most independents have packaged their products in generic-type product labels with words such as “best value“ in large, boldface type on the label.

The company’s market research, as well as some recent articles in economics journals suggests that pharmaceuticals are one product type in which many consumers believe that the expensive products are substantially different (i.e. better) than their low-priced competitors.

This line of thought has been well promoted by the three large multinational companies which has fostered  the impression from consumers that major brand products are significantly better than their smaller competitors in their ability to cure product-specific ailments.  However, the independent producers to attempt to counter that image have done little.

It  believes that independent pharmaceutical companies are doing themselves a disservice by appealing to the value-conscious customers’ sensitivity to low cost alone.  The company believes it can attract a much more broad-based appeal if it’s packaging, labels and in-store promotions are as attractive and quality-oriented as it’s large counterparts.  

Value Drugs intends to sells it’s uniqueness in packaging and promotions not only to consumers, but also to distributors as a reason it’s value products will actually sell more than one of the other independents.  It believes consumers notice the lower price, and also are educated by the company’s labeling and promotions about the complete lack of a difference in quality between a Value Drugs product and that of a name brand.