Gartner for Marketers Research

Insight Report November 18, 2019

Digital Marketing Optimization Opportunities for OTC Brands

New generic brands continue to enter the over-the-counter (OTC) space, and they continue to see increased sales across all therapeutic categories. As a result, OTC brands are pressured to further optimize digital commerce strategies and create unique branded properties that creates value for discerning consumers. Leading OTC brands maximize the efficiencies of digital marketing investments while also ensuring that branded content captures consumers’ attention and effectively furthers their purchase intent.

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