How retail media, WKZ, keywords, categories & AI systems influence the visibility of OTC brands
The digital visibility of OTC brands today plays a decisive role in whether products are found, noticed and purchased. At the same time, the ecosystem is becoming more complex: retail media and advertising budgets follow different logics depending on the platform, budgets are rising, transparency requirements are increasing – and new touchpoints such as Amazon and AI-based recommendation systems (ChatGPT & Co.) are further changing the competitive landscape.
In the CHC Channel Visibility Study 26, Smile AI analyses how OTC manufacturers can build their visibility along the entire shopper journey in a measurable, comparable and strategically controllable way – from online pharmacies and marketplaces to AI systems.
Highlights of the study:
- Manufacturer survey on retail media & WKZ: Key challenges, strategies and budget trends in the digital pharmaceutical market
- Budget & ROI insights: WKZ & retail media account for 3–6% of gross sell-outs in online pharmacies for around half of manufacturers
- Search & categories: Which search and navigation logics actually determine the visibility of OTC brands in shops
- Amazon Advertising: Role, potential and best practices for cross-channel OTC visibility
- AI Visibility Index: Which OTC brands are recommended in ChatGPT, Gemini & Co. – and how AI visibility can be measured for the first time
Excerpts from the study
