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Over The Counter (OTC) Healthcare - Changing Marketing Strategies

OVER THE COUNTER (OTC) HEALTHCARE - CHANGING MARKETING STRATEGIES (/BUSINESSARTICLES/MARKETING/4934-OVER-THE-COUNTER-OTC-HEALTHCARE-CHANGING-MARKETINGSTRATEGIES.HTML)

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What you will do when you catch a sudden cold or get a headache? Chances are that you will search in your medicine box for a pill of No cold or Aspirin. Exactly most of people will do the same because now the trend is expanding towards the most inexpensive form of health care which is self-medication with over the counter (OTC) medicines. So increase demand leads to increase in competition which in turn leads to increase in need of differentiation in between various over the counter products.

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OTC drugs means drugs which are allowed to be sold Over the counter without the prescription of registered medical practitioner.OTC medicines are advertised non prescription medicine. OTC drug are manufactured under the manufacturing license but do not require a drug license and can be sold without prescriptions. Non drug licensed store can sell only few medicines classified as home remedies. But rules and regulations in villages of population below 1000 people, subject to other conditions. Leading players in Indian OTC healthcare market are Cipla Ltd, Johnson & Johnson and GlaxoSmithKline Plc. Currently pains, cough, colds, hyperacidity, minor topical infections and indigestion are major OTC categories. Emerging categories due to change in lifestyle include cuts, wounds, burns, muscle pains, sprains, diarrhea and constipation.

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