Résumé
The thesis examines the integration of social media into marketing strategies for over the counter (OTC) drugs. With the rise of digital platforms, pharmaceutical companies increasingly use these tools to promote their products, reach new market segments, and influence consumer purchasing decisions. The primary objective of this research is to analyze how social media can be leveraged to optimize marketing campaigns while adhering to regulatory and ethical standards. To achieve this, the thesis employs a mixed-method approach, combining a review of current practices in pharmaceutical marketing with case studies of specific social media campaigns. It also includes surveys and interviews with marketing professionals and consumers to gain both practical and theoretical insights into the use of social media in this field. The findings indicate that social media is a powerful tool for promoting OTC drugs. Campaigns that use engaging visual content, explanatory videos, and customer testimonials can significantly enhance consumer engagement and increase sales. Digital plaorms allow companies to target specific audiences, interact directly with users, and build brand awareness. However, the research also highlights the challenges associated with using social media for drug marketing. Key challenges include the need to comply with strict regulations governing pharmaceutical advertising and maintaining transparency in the information provided to consumers. It is crucial to avoid misleading claims and ensure that the information disseminated is based on reliable scientific evidence. To optimize social media marketing campaigns, the thesis recommends developing educational and informative content that meets consumer needs while adhering to regulatory guidelines. Genuine engagement with consumers is also essential for building trust. Additionally, companies should continuously monitor the effectiveness of their campaigns and adjust strategies based on feedback and emerging trends. In conclusion, social media offers significant opportunities for OTC drug marketing, allowing for more direct and personalized communication with consumers. However, to fully capitalize on these opportunities, it is essential to follow an ethical and compliant approach to ensure both campaign effectiveness and consumer protection.