Özet:

Needs and working environment, the pharmaceutical industry has started to make changes in its marketing activities in order to adapt to this change. Over the counter (OTC) medicines include mother-baby care, various herbal medicines, wound care, skin care, food supplements, throat lozenges, nasal spray, ointments, health supplies, vitamin mineral supplements, fish oil, probiotics and mouth and dental health products. These products are also sold digitally. Today, there are many websites that sell over-the-counter medicines in the digital environment. In this research, it is aimed to reveal the importance of digital drug marketing in creating brand awareness. However, whether digital marketing tools and platforms showed significant differences according to the structure of the consumers in creating and raising brand awareness was analyzed. According to the scope of the research the literature has been examined and a questionnaire has been created. The questionnaire was applied to 300 randomly selected participants living in Ankara. The data obtained were analyzed. As a result of the analysis, it was determined that the statement content and comments on digital platforms change the way consumers view the brand has the highest average (3,72). In addition, it was concluded that the hypotheses determined in the research were accepted in terms of some expressions.

Anahtar Kelimeler: