The over-the-counter (OTC) drug market is a saturated universe where brands wage a fierce battle for consumer attention. With the European market estimated at $48 million by 2027 (Mordor Intelligence), the question is no longer simply about existing, but about truly resonating with the needs, values, and aspirations of an increasingly demanding clientele.
Too often, OTC brands settle for ephemeral advertising campaigns or one-off promotions, sometimes neglecting the importance of a lasting brand foundation. However, a brand’s value results from a subtle alchemy between its identity and consumers’ perception of it. While investment in packaging remains a priority, it must be part of a comprehensive brand strategy that guarantees lasting and meaningful resonance.
Several factors contribute to the saturation of the OTC market: a plethora of offerings, pressure from private label brands and generics, the rise of e-commerce, and a strict regulatory framework. But beyond these challenges, a fundamental trend is emerging: consumers are increasingly taking their well-being into their own hands.
Credit: 3S Santé
According to Le Quotidien du Pharmacien, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.
The OTC market faces a striking reality: 77% of consumers say they do not feel a genuine emotional connection with the OTC brands they use (Kantar, “Meaningful Brands” Study). That’s a huge pool of consumers whose attention can be captured and who are open to considering a new brand.
Credit: 3S Santé
According to Le Quotidien du Pharmacien, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.
Credit: 3S Santé
According to Le Quotidien du Pharmacien, self-medication is an increasingly ingrained reflex among younger generations. Faced with this evolution, OTC brands must rethink their approach and offer solutions that meet the specific needs of these new consumers.
The OTC market faces a striking reality: 77% of consumers say they do not feel a genuine emotional connection with the OTC brands they use (Source: Kantar, “Meaningful Brands” Study). That’s a huge pool of consumers whose attention can be captured and who are open to considering a new brand.
This figure, to say the least, is alarming, revealing a growing gap between the aspirations of a clientele in search of meaning and the ability of brands to meet them. The key lies in relevant and clear positioning, tangible proof, and a deep understanding of consumer motivations. It is by creating this resonance between the public’s expectations and the brand’s DNA that branding can flourish fully and retain its audience in a highly competitive OTC market.
Today’s OTC consumer is an informed player. They aspire to a relationship of trust with brands, complete transparency on ingredients and manufacturing processes, and a commitment to causes they care about. They are looking for brands that share their values and accompany them in their quest for well-being. According to a Xerfi study, 62% of French people say they pay attention to the composition of the medicines they buy and prefer products containing natural ingredients.
This figure, to say the least, is alarming, revealing a growing gap between the aspirations of a clientele in search of meaning and the ability of brands to meet them. The key lies in relevant and clear positioning, tangible proof, and a deep understanding of consumer motivations. It is by creating this resonance between the public’s expectations and the brand’s DNA that branding can flourish fully and retain its audience in a highly competitive OTC market.
Today’s OTC consumer is an informed player. They aspire to a relationship of trust with brands, complete transparency on ingredients and manufacturing processes, and a commitment to causes they care about. They are looking for brands that share their values and accompany them in their quest for well-being. According to a Xerfi study, 62% of French people say they pay attention to the composition of the medicines they buy and prefer products containing natural ingredients.
To build an OTC brand that truly matters, branding and brand assets are key.
- Uncover an unmet need: Understand consumers’ needs, expectations, and motivations to innovate and adjust strategies accordingly.
- Define a positioning and brand identity that resonate: A unique and distinctive DNA, translated into a name, logo, graphic charter, and unique territory of expression. This identity must reflect the brand’s values, mission, and vision.
- Ensure proof supports the promise, or build it: Commit to providing effective and quality products, relying on rigorous scientific evidence and complete transparency on ingredients and manufacturing processes. This promise must be credible, relevant, and differentiating.
- Consistently activate all touchpoints and consider rituals that resonate with the brand: Create a smooth and personalized purchasing journey, offering impeccable customer service and cultivating a close relationship with consumers. This experience must be consistent, engaging, and emotionally positive, and deployed across all touchpoints:
- Packaging: Packaging that seduces, informs, and reassures, while conveying the brand’s values. Packaging must also allow the brand to stand out on the shelf in the face of increasing competition.
Credit: Upsa Gummies
Credit: Dijo
- Retail and POS: A welcoming and immersive sales space that showcases products and facilitates the purchasing journey with clear and attractive signage that guides the consumer.
- Activation: Creative and engaging events and communication campaigns that evoke emotion and strengthen the bond with the brand, always in line with the brand’s fundamentals.
- Digital: A high-performing and interactive website and social media presence that offers comprehensive information and responsive customer service.
- Close relationship: Establish a permanent dialogue with consumers, using social networks and digital communication tools.
The brand experience must be consistent across all touchpoints.
Brand value is the result of this subtle alchemy between the brand’s identity, the promise it makes, and the experience it offers. This is what allows a brand to differentiate itself sustainably from its competitors, retain its customers, and withstand market turbulence. By investing in solid brand assets, OTC brands can protect themselves against market fluctuations and build a sustainable competitive advantage. According to the Observatoire de la Consommation Responsable, 78% of French consumers are willing to pay more for a medicine produced ethically and responsibly.
Credit: Pharma365
The Pharma365 study reveals an enlightening observation: while many OTC brands manage to seduce consumers with their image, few succeed in aligning this perception with impeccable product quality. UPSA is an exception, demonstrating that it is possible to combine a strong brand identity, a kept promise, and a memorable customer experience. It is this consistency that allows it to stand out sustainably and retain its customers; and not to fall into the perception vs. reality gap.
Credit: Pharma365
The Pharma365 study reveals an enlightening observation: while many OTC brands manage to seduce consumers with their image, few succeed in aligning this perception with impeccable product quality. UPSA is an exception, demonstrating that it is possible to combine a strong brand identity, a kept promise, and a memorable customer experience. It is this consistency that allows it to stand out sustainably and retain its customers; and not to fall into the perception vs. reality gap.
Take the example of Dormi, a sleep product brand from Esteve laboratories. Faced with a saturated market of similar solutions, Dormi chose to differentiate itself by focusing on a soft and soothing visual identity, a reassuring message, and a personalized customer experience.
The packaging, designed with pastel colors and delicate illustrations, evokes a feeling of calm and comfort. The website offers personalized advice to improve sleep quality. And customer service is attentive and available to answer consumer questions.
As we have done for other OTC brands, this holistic approach by CBA has allowed Dormi to stand out sustainably and retain its customers, creating a real community around the brand.
Take the example of Dormi, a sleep product brand from Esteve laboratories. Faced with a saturated market of similar solutions, Dormi chose to differentiate itself by focusing on a soft and soothing visual identity, a reassuring message, and a personalized customer experience.
The packaging, designed with pastel colors and delicate illustrations, evokes a feeling of calm and comfort. The website offers personalized advice to improve sleep quality. And customer service is attentive and available to answer consumer questions.
As we have done for other OTC brands, this holistic approach by CBA has allowed Dormi to stand out sustainably and retain its customers, creating a real community around the brand.
In a context where 68% of consumers deplore the lack of clarity of OTC brands regarding their values (Global Monitor), it becomes imperative to define and communicate the “why” of your brand with authenticity. What is your raison d’être? What is your mission beyond simply marketing products? By answering these fundamental questions, you can forge a stronger emotional connection with your audience.
Thus, in a saturated and constantly evolving OTC market, the art of resonance has become a strategic imperative. It is no longer enough to sell a product; you must create a brand that matters, a brand that is permanently part of its customers’ daily lives. By focusing on creating solid brand equity with the construction of a strong identity, respecting its promise, and creating a memorable customer experience, OTC brands can transform perception into lasting value and thrive in the long term. It is by mastering this art that OTC brands will be able to differentiate themselves sustainably, retain their customers, and prosper in the long term.
…and you will stand out from the competition in the long run.
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