Marketing communications for over-the-counter drugs and non-pharmaceutical products: the professionals’ perspective

Abstract

ABSTRACT Objectives: The aim of this study is to examine the types of marketing communications of over-the-counter (OTC) drugs and non-pharmaceutical products sold in pharmacies and to determine the role of pharmacists in this communication process. Methods: In order to determine the industrial perspective and point of view, we conducted an interview-based qualitative analysis using in-depth, semi-structured interviews of marketing professionals representing over-the counters companies as well as OTC consultants in Turkey. For this purpose, eight participants were interviewed in a live ‘face to face’ interview between January 2015 and March 2015. Key findings and conclusion: According to the results obtained, it is expected that the OTC drugs and non-pharmaceutical products market will grow significantly in Turkey. It turns out that there is a regulations requirement in this area. A large majority of participants indicated that pharmacists have an important role as consultants of OTC drugs and self-medication. Companies should establish a trust-based relationship with consumer and healthcare professionals while using marketing communication tools. It should be noted that the marketing communication strategy will be changed according to the product category and product life cycle, innovation will create difference, consumer needs have to be determined carefully and perception management has been emphasized. At the same time, the importance of health literacy and consumer awareness, one of the basic components of OTC drug marketing communications, has been highlighted.