Abstract

A REVIEW ON PROMOTIONAL TECHNIQUES FOR OTC PRODUCT

Ajeet Bind* and Devasish Jena

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Abstract

With the changing digital landscape, the marketing of Over-the- Counter (OTC) products has significantly inclined toward online channels, harnessing innovative and affordable approaches to target a wide base of consumers. This paper delves into the most successful online promotional methods for use with OTC products, such as social media marketing, influencer partnerships, search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, and contentbased campaigns. It also analyzes the significance of compliance with regulations, trust generation, and consumer education in online promotions of OTC products. Based on the analysis of trends and case studies, the study brings to light how digital platforms drive brand visibility, consumer interaction, and sales conversions, as well as tackle issues like misinformation and ethical advertising. The conclusions seek to help marketers create balanced, effective, and compliant online marketing strategies for OTC products.

Keywords: Online advertising for healthcare products, OTC product promotion strategies, Internet marketing for pharma products, Digital marketing for OTC products.