OTC Drug Marketing – Global Trends and Indian Experiences

Abstract

This paper takes a look at the OTC drug marketing at a global level with special focus on US and Indian markets. The first section deals with changing consumer and his environment which is followed by a brief introduction to OTC segment. The second section gives an idea of the recent trends in United States OTC drug market followed by Europe and India. Section three deals with a small pilot study done by the author and the last section gives the holistic approach which Indian OTC drug marketing firms can adopt to create awareness about health and wellbeing.