OTC Pharmaceutical Marketing Trends

Get Creative with Mobile

Connect with Health Apps & Wearable Tech

Millennials are the leading adopters of wearable tech, with Generation Z close behind. But a broader 36% of US smartphone owners and 25% of UK smartphone owners use health and fitness apps regularly. OTC brands can consider advertising, sponsorship, and ‘smart partnering’ to tap into this health tech savvy user base.

Invest in Both Seasonal & Continuity Campaigns

OTC pharma products are often tied to key seasons. Allergies, colds, flu, and sports industries all resonate with different consumers at different times of the year. Continuity programs and seasonal activations can be an effective way to foster brand loyalty and  offer OTC brands  a way to leverage their seasonal benefits.

Create & Disseminate Useful Content Online

Health education portals like WebMD can be hugely influential on a typical purchase path. They provide useful information about a wide range of conditions, treatment options, and even active ingredients in medicines. OTC brands can tap into this thirst for information by creating their own content.

Some brands have already started, building knowledge hubs full of original surveys, infographics, videos, and feature-length articles on important health issues. They can then distribute and repurpose this content across non-branded health platforms to build credibility and brand authority.

Tap into Social Media

Most major drug companies run social media accounts, but few use them to their full potential. And with 11% of Americans use social media to research their symptoms, and 90% of people aged 18–24 trust the medical information they find on their social feeds, it’s time for brands to revise this brand apathy.

OTC pharma brands can start by sharing useful information, such as educational videos, infographics, Facebook Live events, or helpful Tweets, to directly interact with users and answer queries. Instagram, with its Instagram stories, is also a compelling platform to share first-person accounts and authentic, emotion-based content.

Package Intelligently

Packaging is a key differentiator among OTC pharma brands. It’s not just a container, it’s an effective communications tool that helps to tell a brand’s story and provide important product information. With the rollout of Google AR Stickers, augmented reality can now take a more prominent role in innovative packaging-based promotions, for example by explaining the interactions ‘behind the scenes’ in medications, or breaking down complex consumption procedures.

Transparency is another key facet of product packaging. 74% of consumers trust brands that include honest and transparent product information on their packaging. 

Incorporate Influencers in Marketing

Influencer Marketing is especially useful for an industry like OTC, where people aren’t as receptive to advertising – But people do trust familiar faces talking about a brand – be they friends, family members, or someone they admire.

93% of consumers trust user-generated content (UGC) more than traditional advertising. So, authentic information coming from trustworthy influencers in online health communities and social forums can go a long way in creating affinity with an OTC pharma brand.

Co-Branded Loyalty Programs

In contrast to consumer packaged goods (CPG), consumers buy OTC products on an ad-hoc basis, rather than impulse.

For OTC manufacturers and retailers, successfully planning production and promotions — from supply chain management to media buying strategies — requires more accurate and granular data insights. OTC pharmaceutical loyalty programs offer this kind of data, which is why they are often key to long-term growth and success. OTC Pharma brands and retailers can experiment with co-branding loyalty initiatives with CPG brands, or with each other.