Convincing the Critical. The Importance Of Over-the-counter Drug (OTC) Product PR To OTC Integrated Marketing Communications

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Focusing on the role of public relations within the marketing mix for over-the-counter (OTC) medications, this thesis explores how effective communication strategies can influence increasingly discerning patients. It emphasizes the importance of convincing consumers about the benefits of OTC drugs and highlights the need to establish and manage thought leadership in a media landscape that is increasingly dominated by online platforms.