Over-the-counter medications: marketing strategies to generate results
Posted: Sun Jan 19, 2025 5:45 am
When we talk about over-the-counter medications , or MPIs and OTCs, digital marketing is an essential part of positioning the product and making it an authority in the market.
Through strategic communication, which can be done through disease awareness or the doctor's journey , pharmaceutical companies can create a strong bond with the public and increase the visibility of the product.
But with so many brands on the market, laws and rules involving marketing for medicines , how do you choose the right strategy to generate results and stand out? We can help you find out!
Marketing Strategies for Over-the-Counter Medications
What you need to know before you start
Before planning any strategy for advertising telecommunication industry in israel non-prescription drugs, it is essential to know the regulations of Anvisa (National Health Surveillance Agency), as well as its basic rules for advertising.
The main objective of these rules is to control the acquisition, excessive use and sale of non-prescription drugs (MPIs) or Over The Counter (OTC) without medical supervision.
Some of Anvisa's main requirements, which are part of compliance , and must be present in all marketing actions for non-prescription drugs are:
Commercial name of the medicine , if applicable;
Name of the active substance according to the DCB (Brazilian Common Name) and, in its absence, the DCI or botanical nomenclature, which must be at least 50% the size of the commercial name;
Anvisa registration number , containing at least nine digits;
Indications ;
Contraindications .
There are also mandatory warnings that must be part of the disclosures, according to the Collegiate Board Resolution (RDC) No. 96 of 12/17/2008. The warnings vary according to the type of substance/molecule in the product and its possible effects.
Another important point is that, just like Anvisa, digital media, such as Facebook, Instagram, Google, Twitter and other platforms, have strict policies related to the dissemination of medicines, which must also be followed when advertising.
Actions to promote non-prescription medicines
Although there are different rules, many strategies, as long as they are well designed, can contribute to good promotion of non-prescription drugs .
To define the best fit for promoting your pharmaceutical product, it is important to consider business objectives, align expectations, as well as create a macro and micro plan of actions, considering:
Investment available;
Personas and target audience;
Company positioning;
Market analysis.
To help you with some ideas, we have listed 5 successful strategies here at Prod.
Off media
Offline media is a path with great possibilities, after all, it allows different products to be explored. From the creation of banners, billboards and totems, to the production of press kits , flyers, folders and other materials, it is possible to create close communication with the doctor and patient. Thus, increasing the visibility of the brand or product to make them a reference for the public.
WhatsApp Materials
With the ability to send content in different formats, WhatsApp has become a powerful communication tool between pharmaceutical companies > sales force > doctors. In addition to streamlining communication and providing additional information about the visit, the tool allows sales representatives to have a closer relationship with the doctor. In other words, they can offer support and assistance by sending information, exclusive content and free product samples.
Social media
If you want to position your product online, social media is the right place. It is easy to see that trends and viral content emerge from it to move the online environment. This allows you to establish a strong relationship with your target audience, creating an engaged community. In addition, another advantage of social media is the use of Instagram filters to increase engagement and generate recognition.
Product One Page
Loading speed, dynamic navigation and ease of absorbing information are some of the great advantages of a product one page . In addition to having a lower cost than a website, a one page increases the chances of conversion, since the information is entirely focused on the product. In other words, the sales possibilities are greater, ensuring a greater return on investment.
Community Management
With Community Management , companies can make their relationships with their target audience more integrated and engaged. With this strategy, it is possible to develop collaborations with brands and influencers, send press kits , generate marketing opportunities, and prevent impacts and potential crises. Thus, helping to preserve and build a good reputation for the company in the market.
Through strategic communication, which can be done through disease awareness or the doctor's journey , pharmaceutical companies can create a strong bond with the public and increase the visibility of the product.
But with so many brands on the market, laws and rules involving marketing for medicines , how do you choose the right strategy to generate results and stand out? We can help you find out!
Marketing Strategies for Over-the-Counter Medications
What you need to know before you start
Before planning any strategy for advertising telecommunication industry in israel non-prescription drugs, it is essential to know the regulations of Anvisa (National Health Surveillance Agency), as well as its basic rules for advertising.
The main objective of these rules is to control the acquisition, excessive use and sale of non-prescription drugs (MPIs) or Over The Counter (OTC) without medical supervision.
Some of Anvisa's main requirements, which are part of compliance , and must be present in all marketing actions for non-prescription drugs are:
Commercial name of the medicine , if applicable;
Name of the active substance according to the DCB (Brazilian Common Name) and, in its absence, the DCI or botanical nomenclature, which must be at least 50% the size of the commercial name;
Anvisa registration number , containing at least nine digits;
Indications ;
Contraindications .
There are also mandatory warnings that must be part of the disclosures, according to the Collegiate Board Resolution (RDC) No. 96 of 12/17/2008. The warnings vary according to the type of substance/molecule in the product and its possible effects.
Another important point is that, just like Anvisa, digital media, such as Facebook, Instagram, Google, Twitter and other platforms, have strict policies related to the dissemination of medicines, which must also be followed when advertising.
Actions to promote non-prescription medicines
Although there are different rules, many strategies, as long as they are well designed, can contribute to good promotion of non-prescription drugs .
To define the best fit for promoting your pharmaceutical product, it is important to consider business objectives, align expectations, as well as create a macro and micro plan of actions, considering:
Investment available;
Personas and target audience;
Company positioning;
Market analysis.
To help you with some ideas, we have listed 5 successful strategies here at Prod.
Off media
Offline media is a path with great possibilities, after all, it allows different products to be explored. From the creation of banners, billboards and totems, to the production of press kits , flyers, folders and other materials, it is possible to create close communication with the doctor and patient. Thus, increasing the visibility of the brand or product to make them a reference for the public.
WhatsApp Materials
With the ability to send content in different formats, WhatsApp has become a powerful communication tool between pharmaceutical companies > sales force > doctors. In addition to streamlining communication and providing additional information about the visit, the tool allows sales representatives to have a closer relationship with the doctor. In other words, they can offer support and assistance by sending information, exclusive content and free product samples.
Social media
If you want to position your product online, social media is the right place. It is easy to see that trends and viral content emerge from it to move the online environment. This allows you to establish a strong relationship with your target audience, creating an engaged community. In addition, another advantage of social media is the use of Instagram filters to increase engagement and generate recognition.
Product One Page
Loading speed, dynamic navigation and ease of absorbing information are some of the great advantages of a product one page . In addition to having a lower cost than a website, a one page increases the chances of conversion, since the information is entirely focused on the product. In other words, the sales possibilities are greater, ensuring a greater return on investment.
Community Management
With Community Management , companies can make their relationships with their target audience more integrated and engaged. With this strategy, it is possible to develop collaborations with brands and influencers, send press kits , generate marketing opportunities, and prevent impacts and potential crises. Thus, helping to preserve and build a good reputation for the company in the market.