OTCs ONLINE: The impact of e-commerce and digital presence on OTC brands
Although digital is currently influencing the vast majority of all retail sales and offers numerous opportunities for brand awareness and growth, OTC medicine manufacturers are in a unique situation. Not only are they dealing with an increasingly crowded product marketplace, a longer purchase cycle and the challenges of making emotional connections with consumers (who are usually trying to solve an immediate health need when they make a purchase decision), OTC manufacturers are under much more regulatory scrutiny than other CPG categories.
In this paper, IRI and Kline explore the challenges and opportunities OTC brands are facing today, share some examples of brands that are making strong connections with consumers online, and provide tips on how brands can be well positioned for future digital growth.
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