Impact Of Digital Marketing In Selling Over-The-Counter (Otc) Pharmaceutical Products In India: Emerging Trends, Challenges, And The Road Ahead

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PurposeIndia’s pharmaceutical sector is expanding rapidly, with Over-the-Counter (OTC) products playing a growing role in healthcare access. This paper examines how digital marketing is shaping the promotion, awareness, and use of OTC medicines in India.Design/methodology/approachDigital platforms such as social media, e-commerce, influencer marketing, search engines, and health apps are evaluated. Emerging trends—including AI personalization, regional language content, telehealth integration, and gamification—are discussed alongside challenges such as regulatory gaps, ethical issues, misinformation, digital literacy, and the prescription–OTC divide. A Google survey of 92 participants provided insights into consumer behavior, trust, and responses to digital promotions.FindingsDigital marketing has broadened awareness and supported consumer decision-making, but trust remains anchored in pharmacists and doctors. Survey results show digital strategies influence purchase intent, yet credibility and transparency are critical for lasting confidence.Social implicationsStrengthening health literacy, ensuring equitable access, and promoting ethical digital practices are essential to protect consumers and enhance public health outcomes.Originality/valueBy combining secondary analysis with primary survey data, this study offers a comprehensive perspective on India’s OTC market. It highlights the need for responsible, consumer-centric digital innovation that balances business growth with public wellbeing.

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