How Our Pharma Campaign Engine Can Drive OTC Product Sales
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Our MyTherapy Campaign Engine was developed to run highly targeted content campaigns for pharma’s Rx products. Read how it can also be used to drive the sales of over-the-counter products, including OTC medications and other products, such as skin?creams
Our MyTherapy Campaign Engine has been developed to allow us to run campaigns for pharma that target specific audiences, including patients living with a certain disease or taking a specific medication. Such campaigns are usually related to prescription medications. We believe that an equally effective use of our engine is to run campaigns for supplementary medications and products that can help those very same user groups, such as over-the-counter products that can help alleviate symptoms and side effects of certain diseases and medications.
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Targeted Campaigns: A Gap in OTC Manufacturers’ Marketing Strategies
Over-the-counter products, including medications and topical products such as skin creams, aren’t subject to the same stringent advertising restrictions that prescription medications are in most countries.
As a result, OTC product manufacturers typically spend a huge amount of money on direct-to-consumer marketing. The majority of this money is spent on broad marketing campaigns that aim to demonstrate the value of the product to the general population.
However, many products have specific benefits for people living with certain diseases. For example, a skin cream might be particularly good at combatting dry skin which is a side effect of a type of medication. OTC medications, such as painkillers or anti-inflammatories, may also be effective against certain symptoms and side effects.
While people living with such diseases may well be exposed to manufacturers’ broad marketing campaigns, they may not realize the specific benefits these OTC products can provide them. This is where highly targeted campaigns with tailored messaging can help fill the awareness gap.
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