Exploring OTC drug consumers' perception towards online shopping and digital marketing through qualitative interviews: A sample from Malaysia

The digital transformation movement persuaded many pharma companies towards greater adoption of digital marketing and e-commerce. This was accelerated even more by the COVID-19 crisis. Therefore, this study aims to explore the general perception and attitude of consumers in Malaysia regarding the use of online shopping and digital marketing tactics for OTC drugs. Thirteen in-depth interviews were conducted between September and November 2020. A thematic content analysis approach was used to analyse the qualitative data. Key themes emerging from the interviews included: (1) general perception of OTC drug consumers regarding digital marketing; (2) attitude of consumers towards the purchase of OTC drugs; (3) factors affecting OTC drug consumer behaviour; and (4) perception of consumers towards online advertisements for OTC drugs. The majority of the study participants believe that digital marketing has a direct or indirect impact on their purchasing decisions as OTC consumers. Although most rely mainly on offline purchases for OTC products, they have shown a willingness to increase their adoption of online purchasing methods, particularly in the aftermath of the COVID-19 outbreak. These findings can be useful to public and private healthcare managers on a practical level.