Don't ignore Amazon – that's the advice of OTC media experts.
Amazon already launched its own “Basic Care” store-brand line of OTC products and is actively looking for an Rx entry point. This may not be an issue for 2019 but it will become an issue for generic Rx producers. Talking about OTC products specifically:
“Rather than trying to avoid it entirely, it’s advisable to figure out how to cooperate and work within the system as best as possible because customers are very loyal to Amazon. If you’re not on the channel, people will find other products to use in your category,” [Wes MacLaggan, senior vice president of marketing at ad management platform Marin Software] said. He advised marketers to create robust and differentiated product information pages and create a positive buying experience to ensure that the product reviews many shoppers rely on are good.
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