Although the over-the-counter pharmaceutical industry is a $45 billion market, e-commerce is still nascent. However, brands are beginning to emphasize the role of the brand site as a destination for product discovery. L2’s Digital IQ Index: OTC E-Commerce finds that site investment on pharmaceutical sites has grown in the past year – and the jump has been especially noticeable in user reviews.

In March 2016, just 33% of pharmaceutical brands displayed user reviews on their site. Now, at least 67% of brands display user reviews. Digital coupons have also jumped significantly, with 52% of brands enabling them in 2017 vs. just 19% in 2016.

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