AN EXAMINATION OF DIGITAL MARKETING IN THE OTC PHARMACEUTICAL SECTOR

The digital landscape has revolutionized the marketing of Over-the-Counter (OTC) pharmaceutical products, shifting focus towards online channels to engage a wider consumer base through cost-effective and innovative strategies. This abstract explores the pivotal role of digital marketing in the OTC drug market, examining key online promotional techniques such as social media marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, influencer collaborations, email marketing, and content-based campaigns. It emphasizes the critical need for regulatory compliance, building consumer trust, and providing effective online education about OTC products. Analysis of current trends and case studies reveals how digital platforms significantly enhance brand visibility, foster consumer interaction, and drive sales conversions. Furthermore, it addresses the challenges of misinformation and the importance of ethical advertising practices in the digital space. The aim is to provide insights for marketers to develop well-rounded, impactful, and compliant digital marketing strategies for OTC products in the evolving healthcare market.