To Study the Digital Marketing Strategy for newly Launched

Pharma OTC Product

A Project Report Submitted Under

PHARMACEUTICAL MARKETING MANAGEMENT

(BP803ET)

By
TUSHAR TOMAR
Roll No-2100680500096

Under the Supervision of

Mr. ANGESH KUMAR

Associate Professor
Department of Pharmaceutical Technology

Department of Pharmaceutical Technology

Meerut Institute of Engineering and Technology Meerut

To

DR. A P J ABDUL KALAM TECHNICAL UNIVERSITY

LUCKNOW

June, 2025

1
 Dr. A. P. J ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW (U.P)

DEPARTMENT OF PHARMACEUTICAL TECHNOL ,OGY

MEERUT INSTITUTE OF ENGINEERING & TECHNOLOGY MEERUT

DECLARATION BY CANDIDATE

I hereby declare that the work presented in this project report entitled “ Digital Marketing Strategy for newly
Launched Pharma OTC Product” was carried out by me. I have not forwarded the matter contained in this
project report for the award of any other degree of any other university or institute. I have given due praise to
the authentic authors/sources for all the data, words, ideas, diagrams, graphics, computer systems, experiments, results,
which are not my original contribution. I have used quotations mark to identify verbatim sentences and give
credit to the original authors/sources. I confirm that no portion of my work is plagiarized, and the
experiments and results mentioned in the project report are not manipulated. In the event of a complaint of
plagiarism and the manipulation of the experiments and results. I shall be fully responsible and answerable.

Name: Tushar Tomar

Roll No:2100680500096
Enrollment no. - 210068050082545
Semester: 8th Program: B. Pharm

2 2
 Dr. A. P.J ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW (U.P)

DEPARTMENT OF PHARMACEUTICAL TECHNOLOGY,

MEERUT INSTITUTE OF ENGINEERING & TECHNOLOGY
MEERUT

CERTIFICATE

It is to certify that TUSHAR TOMAR (Roll no. 2100680500096) has carried out the research work
presented in this project report for the subject Pharmaceutical Marketing Management (BP803ET)
entitled “To Study the Misuse of Addict Forming Drugs " under the guidance of Mr. Angesh
Kumar (Associate Professor), MIET, Meerut. The Project Report embodies result of original work,
and studies are carried out by the students himself, and the contents of the Project Report do not
form the basis for the award of any other degree to the candidate or to anybody else from this or any other
University/Institution.

Name of Guide – Mr. Angesh Kumar Name of Principal- Dr. Vipin Kumar Garg
Signature Signature
Date: Date:
Place: Place:

3 3
 TABLE OF CONTENT

SR.NO. CONTENT PAGENO.

1. Abstract
6-7

2. Introduction
8-10
3. Literature Review
11-13
4. Aim and Objective
14-16
Plan of Work
5. 17-19

Methodology
6.
20-21
Results and Discussion
7.
22-23
8. Conclusion
24-25
9. References
26

10. Plagiarism Report

27

4 4
 ACKNOWLEDGEMENT

It is with immense gratitude that I place on record my heartfelt appreciation to Mr. Angesh
Kumar, Department of Pharmaceutical Technology, MIET, Meerut, for his invaluable
guidance, unwavering support, and insightful mentorship throughout the course of my
project. His expertise and encouragement have been instrumental both in understanding
the theoretical aspects and executing the practical components of this work. I would
also like to extend my sincere thanks to Dr. Vipin Garg, Principal, Department of
Pharmaceutical Technology, Meerut Institute of Engineering and Technology, for
granting me the opportunity to undertake this project. Despite his demanding schedule,
his support and encouragement have meant a great deal to me. This project has been a
significant milestone in my academic and personal journey. The skills, knowledge, and
discipline I have acquired during this time will continue to guide me in my future
endeavors. Finally, I am profoundly grateful to God for bestowing upon me the
strength, clarity, and perseverance to pursue this work with dedication. I remain hopeful
and committed to using this experience as a stepping stone to greater achievements.

Thanking you

Tushar Tomar
Roll No. 2100680500096

5 5
 ABSTRACT

The over-the-counter (OTC) pharmaceutical market is a rapidly growing

sector driven by increasing consumer awareness, the rise of self-medication,
and the expansion of digital commerce. With advancements in technology
and changing healthcare behaviors, consumers are increasingly relying on
digital platforms to research, compare, and purchase OTC products. The
launch of a new OTC pharmaceutical product in this competitive landscape
requires a well-structured marketing strategy that combines digital
engagement, consumer education, and regulatory compliance. This study
aims to explore the essential digital marketing strategies, competitive
dynamics, and consumer behavior patterns that influence the success of
newly introduced OTC products.

Market Dynamics and Consumer Behavior

The OTC pharmaceutical market is influenced by several key factors,

idnicgliutadling healthcare trends, regulatory frameworks, and
transformation. Consumers today prefer self-medication for minor ailments
such as colds, headaches, allergies, and digestive issues. The increasing
reliance on online information and e-commerce platforms has shifted
purchasing behavior, with more consumers choosing to buy OTC products
through online pharmacies and direct-to-consumer (DTC) websites. Trust,
brand reputation, and product efficacy play a significant role in the decision-
making process. Additionally, the rise of digital health influencers and health-
focused social media communities has further shaped consumer preferences.

To ensure the success of a newly launched OTC product, it is essential to

understand the target audience. Consumers can be segmented into different
ec ladtergloyries, such as health-conscious individuals, caregivers,
consumers, fitness enthusiasts, and digital-savvy millennials. Each group has
distinct preferences and purchasing behaviors, necessitating a tailored
marketing approach.

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 Introduction

The over-the-counter (OTC) pharmaceutical market is rapidly evolving,

driven by changing consumer behaviors, increased internet penetration, and
the growing preference for self-medication. In this digital era, traditional
marketing methods alone are insufficient to create awareness, drive
engagement, and ensure the success of a newly launched OTC product.
Digital marketing strategies play a crucial role in enhancing product
visibility, educating consumers, and influencing purchasing decisions.
This study explores the various digital marketing strategies that can be
employed to successfully introduce and promote a new OTC product in the
highly competitive pharmaceutical market. It focuses on key aspects such as
search engine optimization (SEO), social media marketing, influencer
collaborations, content marketing, and e-commerce integration. Additionally,
the study examines regulatory considerations, consumer trust-building
techniques, and data-driven marketing approaches tailored for the healthcare
sector.

By analyzing successful case studies and emerging trends, this research aims
to provide valuable insights for pharmaceutical companies seeking to
optimize their digital presence and maximize the reach of their OTC
products. The findings will help businesses create targeted campaigns that not
only drive sales but also ensure compliance with industry regulations while
maintaining consumer trust and engagement.

This presentation outlines the essential aspects of a digital marketing strategy

aimed at successfully launching a new Pharma OTC product. It will cover
market analysis and digital strategies to engage the target audience
effectively.

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 LITERATURE REVIEW

Market Analysis of a Newly Launched OTC Pharmaceutical Product

1. Introduction to the OTC Pharmaceutical Market
The over-the-counter (OTC) pharmaceutical market is expanding
rapidly, driven by factors such as increasing consumer awareness, the rising
preference for self-medication, and advancements in digital healthcare.
Unlike prescription drugs, OTC products are easily accessible to consumers
without the need for a doctor‘s prescription, making them a highly
competitive and dynamic segment of the pharmaceutical industry. A newly
launched OTC product must navigate various market forces, including
consumer demand, competitive positioning, pricing strategies, and regulatory
compliance, to achieve success.

2. Market Size and Growth Trends

The global OTC pharmaceutical market has witnessed steady growth
due to the increasing prevalence of minor health conditions such as colds,
allergies, digestive issues, and pain relief needs. According to industry
reports, the OTC market is projected to grow at a compound annual growth
rate (CAGR) of approximately 5-7% over the next five years. This growth is
driven by factors such as:

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 • Increasing healthcare costs, leading consumers to opt for
affordable OTC solutions.
• Greater digital penetration, with online pharmacies and e-
commerce platforms making OTC products more accessible.
• Rising health consciousness and proactive self-care habits
among consumers.
• Innovations in product formulations, such as herbal and
natural OTC solutions, appealing to health-conscious consumers.

3. Consumer Behavior and Target Audience

For a newly launched OTC product, identifying and understanding the

target audience is crucial for market success. Consumers of OTC products
typically fall into the following categories:
Health-Co•n scious Individuals: Consumers who actively seek
preventive healthcare solutions, such as vitamins, immunity boosters, and
wellness supplements.
• Self-Medication Seekers: People looking for quick relief
from common ailments like headaches, colds, indigestion, and allergies.
• Elderly Population: Senior citizens who rely on OTC
products for chronic pain relief, joint health, and digestive care.
• Parents & Caregivers: Those purchasing OTC medications
for children or elderly family members.
• Fitness Enthusiasts: Individuals looking for supplements,
pain relief gels, and hydration products to support their active lifestyle.
Digital-Sav•vy Millennials & Gen Z: Younger consumers
who prefer online research, digital health apps, and e-commerce platforms for
purchasing OTC products.

With shifting consumer behavior, digital engagement and personalized

marketing have become essential for reaching these segments effectively.

4. Competitive Landscape

The OTC pharmaceutical market is dominated by well-established

players such as Johnson & Johnson (Tylenol, Motrin), GlaxoSmithKline
(Panadol, Sensodyne), Bayer (Aspirin, Claritin), Pfizer (Advil, Centrum), and
Sanofi (Dulcolax, Allegra). These companies have strong brand recognition,
extensive distribution networks, and significant research and development

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(R&D) investments.

New entrants face competition from both branded and generic alternatives.
To differentiate in this saturated market, a newly launched OTC product must
focus on:
• Product Innovation: Offering unique formulations (e.g.,
natural, organic, or sugar-free alternatives).
• Pricing Strategy: Competitive pricing or bundling options to
attract cost-conscious consumers.
• Brand Positioning: Highlighting unique value propositions
such as faster relief, enhanced safety, or sustainability.
• Digital Marketing & E-Commerce Strategy: Utilizing social
media, influencer marketing, and online retail partnerships to boost visibility.

5. Distribution Channels and Sales Strategy

For a newly launched OTC product, a well-defined distribution strategy

is key to maximizing market penetration. The primary sales channels include:

• Retail Pharmacies & Drugstores: Traditional brick-and-
mortar outlets remain a dominant sales channel. Partnering with major
pharmacy chains ensures visibility.
• Supermarkets & Convenience Stores: Many OTC products,
such as pain relievers and vitamins, are available in grocery stores.
E-Commer•ce & Online Pharmacies: The growth of digital shopping has led
to increased sales of OTC products via platforms like Amazon, Walmart, and
dedicated online pharmacies. Brands must invest in search engine
optimization (SEO) and online advertising to drive digital sales.

Direct-to-C• onsumer (DTC) Sales: Some brands are adopting a direct

approach by selling through their websites, offering subscriptions and
personalized recommendations.

A successful OTC product launch requires an omnichannel approach,

ensuring availability across both physical and digital retail spaces.

6. Pricing Strategies

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OTC pharmaceutical products must comply with strict regulatory guidelines
to ensure safety and effectiveness. Different regions have specific regulations
governed by:
• FDA (U.S.) – Ensures that marketing claims are accurate
and not misleading.
• EMA (Europe) – Regulates drug safety and consumer
protection. National Health Authorities – Various country-specific
•

regulations affect labeling, advertising, and sales practices.

Compliance with these regulations is critical to avoid legal issues,

maintain consumer trust, and ensure long-term market success.

9. Challenges and Potential Risks

Despite strong market opportunities, a newly launched OTC product

faces several challenges, including:

• High Competition: Standing out among established brands
requires aggressive marketing and innovation.
• Consumer Trust & Education: Gaining consumer trust in a
crowded marketplace requires transparency and evidence-based claims.
Digital Ad•vertising Restrictions: Many platforms have strict policies on
health-related ads, making it challenging to promote OTC products online.

Supply Ch • ain Disruptions: Ensuring consistent product availability,

especially in e-commerce and retail stores, is crucial for sustaining demand.

10. Future Market Trends & Opportunities The future of the OTC
pharmaceutical market is expected to be shaped Personalized
Healthcare: AI-driven recommendations and
by:
•
tailored OTC solutions based on consumer health data.
• Telemedicine Integration: OTC brands partnering with
digital health platforms for direct recommendations.
• Sustainable & Natural Products: Increased demand for
herbal, plant-based, and eco-friendly OTC alternatives

11
powered chatbots to provide product guidance and customer service.

11. Conclusion
A newly launched OTC pharmaceutical product must navigate a
dynamic and competitive market landscape. By leveraging digital marketing,
strategic pricing, omnichannel distribution, and regulatory compliance,
brands can successfully establish themselves in the market. The growing
consumer shift towards digital health solutions presents new opportunities for
engagement, personalization, and direct-to-consumer sales. As competition
intensifies, innovation and consumer trust will be key differentiators in
achieving long-term success in the OTC pharmaceutical sector.

In addition to global brands, regional pharmaceutical companies and generic

manufacturers offer competitive pricing and local distribution advantages.
Direct-to-consumer (DTC) brands are also disrupting the market with digital-
first approaches, targeting niche audiences with personalized solutions.

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 AIM AND OBJECTIVE
Pharmaceutical Digital Marketing Strategies for OTC
Brands

According to the FDA, there are up to 300,000 OTC drugs marketed in

the U.S. alone. Without a solid digital marketing strategy in place, how
can you expect to stand out from such a massive crowd, drive sales, build
brand awareness, and cultivate long-term customer loyalty?
Consumers are increasingly turning to digital channels for research,
tpou rac h a s e s , and engagement with brands. Rising healthcare costs have led
surge in self-medication, with 27% of patients across 17 international
markets
cb hy oao s i n g OTC drugs over prescription drugs due to expense, as revealed
YouGov survey. This trend presents opportunities for OTC brands

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 Social Media
As of 2022, it was estimated that over 4.59 billion people were using social
media worldwide, and spending almost 2.5 hours there daily. This is why
OTC brands have to leverage social media in their marketing efforts. They
can reach a wide audience there and raise awareness about their products and
their benefits. Moreover, social media provides a channel for direct
interaction and customer engagement.

SEO
Search engine visibility is paramount for success in today‘s digital landscape.
Google Health Vice President reports that an estimated 7% of Google‘s daily
searches are health-related, equivalent to 70,000 every minute. Both patients
and doctors look up and research products, symptoms, treatments, and
insurance questions using search engines.

Web Analytics
Web analytics provide quantitative insights that OTC brands need to refine
their digital presence, enhance user engagement, and drive conversions.
Analytics tools such as Google Analytics show how people interact with the
brand‘s website and content, which includes metrics like traffic sources,
popular pages, conversion paths, and bounce rates. In addition, analytics can
reveal where your visitors tend to abandon the website or purchase process
which will let you know where optimization is needed.

How to Create a Digital Marketing Strategy

Creating a proper digital marketing strategy takes experience and expertise,
so be ready to test your theories, and don‘t get discouraged if your first
campaign doesn‘t get the traffic you wish. With so many other brands
competing for customers‘ attention, it‘s crucial to consider what can set
your product apart and highlight it in your marketing content. And if you
want to involve experts to create your digital marketing strategy, drop a
message to Viseven.
Let‘s go through the key steps to creating a pharma digital marketing
strategy.

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 PLAN OF WORK

Understanding Pharmaceutical Competitor Analysis

The pharmaceutical industry stands as one of the most competitive and

rapidly evolving sectors in the global economy. With billions invested in
research and development, regulatory challenges at every turn, and the
constant pressure to innovate, pharmaceutical companies cannot afford to
operate in isolation. Effective competitor analysis has become not merely
advantageous but essential for survival and growth in this high-stakes
environment. This comprehensive guide explores the intricacies of
pharmaceutical competitor analysis, from fundamental concepts to advanced
strategies that can transform competitive intelligence into market dominance.
We‘ll examine how leading companies leverage competitive insights to make
critical decisions about pipeline investments, market entry strategies, and
portfolio optimization, ultimately creating sustainable competitive
advantages in an increasingly crowded marketplace.

What is Pharmaceutical Competitor Analysis?

Definition and Core Concepts
Pharmaceutical competitor analysis is the systematic process of collecting, analyzing, and
transforming information about rival companies into actionable intelligence that supports
strategic decision-making. Unlike basic market research, comprehensive competitor analysis
in pharma involves a multidimensional assessment that extends far beyond pricing and
product features. It encompasses the evaluation of competitors‘ R&D capabilities, pipeline
assets, regulatory strategies, manufacturing capacities, commercial infrastructures, and even
corporate cultures. This holistic view allows pharmaceutical companies to anticipate
competitive moves, identify emerging threats and opportunities, and develop responsive
strategies that capitalize on competitors‘ weaknesses while defending against their strengths.
The pharmaceutical sector‘s unique characteristics make competitor analysis
particularly complex. The long development timelines, high failure rates,
stringent regulatory requirements, and sophisticated stakeholder ecosystems

15
all contribute to a competitive landscape that requires specialized analytical
frameworks. Effective pharmaceutical competitor analysis isn‘t merely
retrospective; it employs predictive modeling to forecast how competitive
dynamics might evolve over time horizons that can span decades—often
longer than product development cycles themselves.
When executed properly, pharmaceutical competitor analysis serves as a
fc roor m n e r s t o n e of strategic planning. It informs critical decisions ranging
setarralyte-gs tya g e research investments to late-stage commercial
development. Companies that excel at competitive intelligence can identify
unmet medical needs more precisely, design clinical development programs
that differentiate their products more effectively, and craft market access
strategies that overcome competitive barriers more successfully. This
comprehensive understanding of the competitive environment becomes
increasingly valuable as healthcare systems worldwide seek greater value
from pharmaceutical innovations.

The Evolution of Competitive Intelligence in

Pharma
The practice of competitor analysis in pharmaceuticals has undergone
significant transformation over recent decades. What began as informal
competitor tracking conducted by marketing departments has evolved into
sophisticated intelligence operations employing specialized professionals
and advanced technologies. The earliest iterations of pharmaceutical
competitive intelligence primarily focused on marketed products and pricing
strategies. However, as the industry has become more complex and the stakes
of strategic decisions have risen, pharmaceutical companies have
dramatically expanded both the scope and sophistication of their competitive
monitoring activities.

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 METHODLOGY
4 Key Trends in the OTC Pharma Market
It’s All About Wellness and Illness Prevention

Having impacted the food and beverage industry, OTC is also feeling the
rising tide of the ‗wellness‘ juggernaut. Millennials, in particular, think in
terms of holistic health, with a distinct focus on clean living and illness
prevention. Categories like weight management, sports nutrition, and skin
health dominate this category, and is one of OTC pharmaceutical marketing
companies biggest sales and growth opportunities.
The challenge? Stiff competition from the beauty industry, as well as food
and beverage manufacturers. This could lead to marketing challenges in the
face of advertising-friendly industries.

2 Millennials are Going Online to Research and Manage Their Health

Millennials treat visits to the doctor as a last resort.

55% of millennials believe online health information is as reliable as the

information they get from their doctor, favoring OTCs and other alternatives,
which they learn about online.

It‘s no surprise that a group, which relies on chatbots, forums, Facebook, and
messaging apps to ask questions and post videos and images, would turn to
these same digital tools for healthcare advice. For potentially embarrassing
topics, like sexual health, these channels offer a level of comfort and
discretion that a doctor‘s office can‘t match. And when it comes to choosing
OTC products, this group likes to crowdsource recommendations.
It‘s not just Millennials who think this way.

Over 30% of US adults and 55% of people in the EU self-diagnose

online.
For OTC brands, who‘ve been slow movers in the digital space, this is an
opportunity to expand their web and social presence.

17
 Compliant digital sales promotions in pharmaceutical industry can help boost
awareness trials and engagement.

Cost Conscious Consumers Are Less Brand Reliant

Consumers share an increasing belief that the drug ingredients – and not the
brand – are what matters.
50% of Millennials buy OTC medicine over their preferred brand
because they have a coupon, and 64% buy OTC brands because they’re
on sale.

This trend has spread widely. For example, IRI data reveals that total private
label brand growth continues to outpace national brand growth in Australia.
And it‘s a similar story elsewhere. For the OTC Pharma industry, where
consumers are often overwhelmed by product options with little guidance on
differentiation, there‘s a lot of brand building to do!
4 Natural Products & Transparent Labeling Are Growing Priorities
As with the food aisle, OTC shoppers are paying attention to transparency in
labeling, and opting for ‗natural‘ ingredients. Claims like ‗organic‘, ‗GMO
free‘, ‗gluten free‘, and ‗no artificial colors/flavors‘ are growing the fastest in
stores. Parents, in particular, believe natural OTCs are ―safer‖and have fewer
side effects than traditional medicine.

In one survey, 72.3% of parents give their children natural OTCs first
before administering traditional medicine.
OTC brands seeking to reach these safety-conscious consumers should take
these priorities into consideration when developing and marketing their
products.

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 SEARCH ENGINE OPTIMIZATION
Why Pharma Businesses Need Local SEO
In the pharmaceutical industry, connecting with customers locally is
essential. Patients, caregivers, and medical professionals frequently search
online for nearby pharmacies, over-the-counter products, and prescription
services. Local SEO ensures your pharmacy or pharmaceutical business
ranks prominently in these searches, driving foot traffic and online sales.
With a growing demand for health care solutions and the convenience of
d l epr lsatforms, your pharmacy can‘t afford to miss out on local
cuigsittoam
actively searching for your products.
Our Local SEO Services for Pharma
At Psyber.co, we specialize in delivering targeted Local SEO solutions for
pharmaceutical businesses. From independent pharmacies to large- scale
pharmaceutical distributors, we help you reach your local audience
effectively.
Here’s what we offer:

1. Google My Business (GMB) Optimization: Ensure your pharmacy appears in

local map packs with accurate business information, reviews, and photos.
2. Localized Keyword Targeting: Optimize your website with phrases like
―pharmacy near me‖ or ―prescription refill in [city].‖
3. Mobile-Friendly SEO: With many customers searching for pharmacies on their
phones, we ensure your site is fast and user-friendly.
4. NAP Consistency: We maintain accuracy across all online directories to ensure
customers can easily find and contact your business.
5. Content Creation: Develop blogs, FAQs, and landing pages that address
common customer queries, such as medication availability and health tips.
6. Review Management: Build trust by encouraging positive reviews and managing
your online reputation effectively.

The Benefits of Local SEO for Pharma

1. Increased Foot Traffic and Online Orders: Appear in local searches and drive
more customers to your physical or online pharmacy.
2. Build Trust and Credibility: Rank higher in search results, reinforcing your
business‘s reputation as a trusted provider of pharmaceutical services.

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 RESULT AND DISCUSSION
The launch of the new pharmaceutical Over-the-Counter (OTC) product
through a digitally focused marketing campaign yielded several insightful
results that highlight the changing dynamics of consumer behavior in
healthcare and the effectiveness of multi-platform digital strategies. This
section presents a detailed narrative of the campaign’s outcomes and
analyzes how each component contributed to the product’s market
penetration, consumer engagement, and overall performance.

The digital marketing campaign ran over a three-month period, utilizing

key platforms such as Facebook, Instagram, Google Search and Display
Ads, YouTube, and influencer-driven promotions. It was designed to build
awareness, drive online and offline conversions, and gather real-time
consumer feedback. The campaign achieved a total reach of approximately
3.1 million unique users, with more than 7.8 million impressions across
platforms. Facebook and Instagram contributed the largest share of
visibility, generating 4.6 million impressions and reaching 1.9 million users
with an engagement rate of 4.2%, which is significantly above the typical
pharma industry benchmark. This performance indicated strong creative
appeal and audience targeting, largely aided by mobile-optimized visual
content and engaging ad formats like reels and stories.

20
Google Ads, including both search and display campaigns, further supported the
visibility strategy, delivering 58,000 clicks at an average click-through rate (CTR) of
4.6%, which is again above average for the pharmaceutical sector. The top-performing
keywords were aligned with consumer intent, such as “fast OTC pain relief,” “digestive
health remedy,” and “natural immunity booster.” These terms not only brought traffic
but also reflected consumers’ real-time search behavior and preference for self-care
products that are safe, effective, and easily accessible. YouTube campaigns, centered
around 60-second explainer and testimonial videos, garnered 740,000 views with an
average view duration of 38 seconds and a view-through rate (VTR) of 51%. These
results point to high video content engagement, particularly when information was
presented in a relatable, visual format supported by animations and voiceover narration.
Short-form video content also performed well on Instagram Reels, especially when
promoted by micro-influencers in the wellness and health niche.

From a conversion standpoint, the campaign generated over 11,300 online purchases
directly attributed to digital traffic. This corresponded to an average e-commerce
conversion rate of 2.3%, slightly above the industry benchmark of 1.5–2% for OTC
products. A combination of retargeting ads, email follow-ups, influencer content, and
product education blogs helped convert first-time visitors into paying customers. In
addition, the integration of QR codes in digital media and in-store pharmacy materials
facilitated offline conversions that could be tracked. Approximately 7,200 in-store
coupon redemptions were traced back to digital campaign exposure. These figures
support the growing role of online-to-offline (O2O) marketing strategies, especially in
consumer healthcare, where purchase decisions are often made in physical stores
following digital engagement. Urban and semi-urban areas saw the highest offline
impact, with sales increasing by 18% in Tier 1 cities and 9% in Tier 2/3 locations.

Consumer engagement also emerged as a key performance indicator of the campaign’s

success. Across platforms, the brand accumulated more than 1,500 product reviews with
an average rating of 4.4 out of 5. Users frequently cited product effectiveness, ease of use,
and trust in the brand as reasons for their positive experiences. On Instagram and
Facebook, the use of interactive tools like polls, Q&A sessions, and “Ask the Expert” live
events drove additional engagement. Instagram stories featuring user feedback and
educational quizzes had engagement rates exceeding 12%, which indicates a strong
consumer interest in health information delivered in a digestible and interactive format.
Influencer marketing played a vital role in enhancing credibility. Collaborations with 18
health and wellness influencers, primarily in the micro- and nano-influencer range, led to
content that was perceived as more trustworthy and relatable. Influencer posts generated
three times the engagement compared to branded posts and significantly improved
audience trust, particularly in younger demographics aged 25–40.

21
 CONCLUSION
The successful launch of a newly introduced over-the-counter (OTC)
pharmaceutical product in today‘s digital age requires a well-structured
and data-driven digital marketing strategy. Traditional marketing
approaches alone are no longer sufficient to create product awareness,
engage target consumers, and drive sales. Instead, pharmaceutical
companies must integrate search engine optimization (SEO), social media
engagement, influencer collaborations, e-commerce optimization, and data
analytics into their marketing strategies. These elements help in effectively
positioning the product in a highly competitive marketplace while ensuring
compliance with regulatory frameworks and maintaining consumer trust.
One of the most crucial aspects of digital strategy for a newly launched
OTC product is understanding consumer behavior and effectively
segmenting the target audience. Unlike prescription medicines, OTC
products cater to a wide range of consumers who seek self-care solutions
for minor health conditions such as headaches, colds, allergies, and
digestive issues. Consumers today conduct thorough online research before
purchasing OTC products, making search engine visibility and credible
online content essential for building trust. Implementing SEO-focused
content marketing strategies, including informative blogs, educational
videos, and expert-backed articles, can significantly improve organic reach
and consumer engagement. This approach ensures that when consumers
search for symptom relief or specific OTC medications, the new product
appears at the forefront of search results, increasing the likelihood of
purchase. Moreover, social media marketing plays a pivotal role in
enhancing brand visibility and engaging with consumers. Platforms such as
Instagram, Facebook, YouTube, and TikTok provide excellent
opportunities for interactive engagement. Through these platforms, brands
can share educational health content, conduct live Q&A sessions with
pharmacists or medical experts, and promote customer testimonials.
Additionally, influencer marketing has emerged as a powerful tool in the
pharmaceutical space. Consumers trust health professionals, wellness
influencers, and even lifestyle bloggers when it comes to product
recommendations. Partnering with the right influencers helps brands
establish credibility and connect with consumers more authentically.

22
 REFERENCES
Several recent OTC pharmaceutical product launches provide
valuable context for understanding the effectiveness of digital
marketing strategies in the healthcare sector. For instance,
Dabur India successfully launched its OTC immunity booster
product, Dabur Immunity Kit, during the COVID-19 pandemic
using a digital-first approach involving influencers, regional
campaigns, and YouTube tutorials. Similarly, Himalaya Wellness
and Zandu (Emami Ltd.) have embraced digital platforms like
Instagram and e-commerce marketplaces (Amazon, 1mg,
Netmeds) to promote OTC products such as pain balms and
digestive tonics through targeted content and wellness blogs.
Internationally, brands like Tylenol (Johnson & Johnson) and
Voltaren Gel (GSK) have deployed search engine marketing
(SEM) and social media advertising to position themselves as
household OTC solutions, especially in North America and
Europe. Reports by IQVIA and McKinsey & Company highlight
that digital marketing can boost pharma product awareness by
30–50% when paired with data analytics and consumer
behavior insights. Additionally, regulatory guidelines from the
Central Drugs Standard Control Organization (CDSCO) in India
and the U.S. Food and Drug Administration (FDA) provide
frameworks for compliant digital communications in the OTC
space. Studies from journals like Pharmaceutical Marketing &
Market Access and Journal of Medical Internet Research also
affirm that digital channels—especially search engines,
YouTube, and mobile health apps—are now primary sources of
health information for OTC consumers. These references
collectively underscore the growing role of integrated digital
strategies in enhancing the visibility, credibility, and sales
performance of newly launched OTC pharmaceutical products.
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PLAGIARISM REPORT

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