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?