Paper Details

This research delves into the intricate dynamics of Over-The-Counter (OTC) medication marketing and its impact on consumer choices. Utilizing a mixed-methods approach, data were collected from 500 participants through quantitative surveys and in-depth interviews, offering a holistic perspective on consumer perceptions and decision-making processes. The quantitative analysis portrayed a generally positive reception of direct-to-consumer advertising, highlighting clarity in information dissemination. However, concerns surfaced regarding the trustworthiness of product claims, indicating a nuanced landscape in need of exploration. The substantial influence of online platforms, notably social media, emerged as a significant factor shaping consumer attitudes toward OTC medications. Qualitative insights unveiled the significance of transparent communication and credible information in advertising, shedding light on consumer expectations. Noteworthy was the call for responsible digital marketing practices, emphasizing the necessity of accurate and unbiased health information on online platforms. Healthcare professionals emerged as pivotal influencers, underscoring the need for reinforced collaboration between the pharmaceutical industry and the healthcare sector. The study concludes by proposing strategic suggestions, including the enhancement of transparency in advertising, robust collaboration with healthcare professionals, and the assurance of authentic online health information. These findings, derived from a comprehensive exploration of OTC medication marketing, contribute nuanced insights to guide future research and industry practices. In the past tense, this research illuminates a dynamic landscape that continues to shape responsible promotion and utilization of OTC medications in the evolving healthcare milieu.

OTC Medications, Consumer Behavior, Medication Marketing, Digital Influence, Healthcare Professionals