Gartner for Marketers Research

Digital IQ Index September 24, 2019

Pharma OTC US 2019

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.

This report addresses the following questions:  

  • How are private-label brands and healthcare information websites overshadowing OTC brands in paid/retailer search and organic search?
  • How can OTC brands win against the increased pressure from private labels and healthcare information websites in organic and paid search?
  • In what ways are OTC brands building out unique features and content on brand sites to strengthen their relationships with prospective consumers?

To get the research, please complete the form below.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company Information

    All fields are required.

  • Step 3 of 3

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Rankings

    59 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Flonase

    Genius

    2

    Vicks Dayquil & Nyquil

    Genius

    3

    Mucinex

    Genius

    4

    Nicorette

    Gifted

    5

    Tylenol

    Gifted

    6

    Excedrin

    Gifted

    7

    Theraflu

    Gifted

    8

    Zyrtec

    Gifted

    9

    Biofreeze

    Gifted

    10

    Natrol

    Gifted

    10

    Zarbee's Naturals

    Gifted

    12

    Tums

    Gifted

    13

    Advil

    Gifted

    14

    Claritin

    Gifted

    15

    NicoDerm CQ

    Gifted

    15

    Robitussin

    Gifted

    17

    Abreva

    Gifted

    18

    Pepto-Bismol

    Gifted

    19

    ZzzQuil

    Gifted

    20

    Bayer Aspirin

    Gifted

    21

    Aleve

    Average

    21

    Orajel

    Average

    21

    Prilosec OTC

    Average

    24

    Miralax

    Average

    25

    Xyzal

    Average

    26

    Rogaine

    Average

    27

    Motrin

    Average

    27

    Unisom

    Average

    29

    Sudafed

    Average

    30

    Nexium 24HR

    Average

    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Sorry, No data match for your criteria. Please refine your filters to display data.

    Sorry, this feature is not supported on your browser.

    Gartner is a trusted advisor and an objective resource for more than 15,600 organizations in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.