Peter Klein

Do you buy premium brands and save money at discount stores? Recent studies show that Germans have become even more price-sensitive. At the same time, however, the market volume for luxury goods is also growing. Manufacturers and retailers are under pressure: how can they strike the right balance between price sensitivity and customer loyalty? Marketing expert Peter Klein believes that companies should focus on the value of their products. However, most companies lack a clear, professional pricing strategy developed by a specialized pricing team. How can this be improved?

The obsession with a long and healthy life is fueling boom after boom in the healthcare industry. Vitamins, supplements, and nootropics. Dietary foods for muscle building and weight loss. Herbal medicines for prevention and recovery—all available over-the-counter (OTC) in pharmacies and drugstores. While some pharmaceutical manufacturers are thriving in this market, others struggle to remain relevant. Where do they fall short? "I've never seen an OTC company in crisis due to a lack of pharmaceutical or product expertise," says marketing and sales expert Peter Klein. "What most lack is digital know-how and digital marketing expertise." Klein holds a degree in business administration with a focus on marketing and sales. He studied in Cologne and Trier and has held executive positions in consumer goods and pharmaceutical companies. Today, he advises OTC producers as a consultant and interim manager. What makes OTC products truly relevant? Why should pharmaceutical manufacturers view themselves as customer-centric companies? And how is "Insta Health" transforming the OTC industry? Fresh insights and actionable recommendations—read the full interview below.