OTC Pharmaceuticals and Retail Media in Germany: Understanding the Landscape, Rules, and Opportunities
Over-the-counter (OTC) pharmaceuticals in Germany represent a significant market segment, offering consumers easy access to products ranging from pain relievers and cold remedies to herbal supplements and vitamins. However, successfully marketing and selling OTC products in Germany requires a thorough understanding of local regulations, consumer expectations, and the distinct nature of the German healthcare system. In this blog post, we’ll break down the key elements of Germany’s OTC market and share insights into how brands—particularly those looking to leverage marketplace and retail media channels—can thrive in this environment.
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1. What are OTC medicines in Germany?
1.1 Definition and Classification
OTC-Arzneimittel (OTC medicines) (“Over-the-Counter”) are drugs that consumers can purchase without a doctor’s prescription. In Germany, there are two main categories:
Apothekenpflichtige OTC-Produkte (Pharmacy-only OTC products): These may only be sold in pharmacies or online pharmacies. Consultation with pharmacists strengthens trust in the brand.
Freiverkäufliche OTC-Produkte (Freely available OTC products): These are also available in drugstores, supermarkets, or on marketplaces like Amazon. This provides a broader reach but requires a strong digital sales strategy.
1.2 Why This Matters
The classification directly influences the distribution strategy. While pharmacy-only products benefit significantly from professional advice, freely available products can be effectively promoted through Retail Media on marketplaces.
1.3 The German Consumer Mindset
German consumers rely on safety, transparency, and consultation. At the same time, the trend toward online purchasing is growing. Successful brands combine credibility with digital visibility through Retail Media.
2. Retail Media as a Key Strategy for OTC Brand
2.1 Why Retail Media is Crucial for OTC Products
Retail Media is one of the most effective levers to increase the visibility and sales of OTC products on digital marketplaces.
Advantages of Retail Media for OTC brands:
✅ Targeted advertising – Consumers with high purchase intent are reached.
✅ Maximum visibility – Sponsored Ads place products in prominent positions.
✅ Higher ROI – Campaigns can be optimized based on data.
2.2 The Most Important Retail Media Channels for OTC Products
Amazon Advertising: Sponsored Products, Sponsored Brands, Display Ads.
Retail Media in online pharmacies (DocMorris, Shop Apotheke): Ad placements, newsletter features, category pages.
Google Ads & Social Commerce: Search engine marketing & performance campaigns on Facebook, Instagram & TikTok.
2.3 Success Strategies for Marketplaces & Online Pharmacies
Keyword-optimized product pages: SEO strategies for better visibility.
Data-driven ad optimization: A/B testing for creatives and keywords.
Reviews & customer engagement: Active management of reviews and Q&A.
3. Regulatory Framework – Compact & Practical
3.1 The Heilmittelwerbegesetz (HWG) & Digital Advertising
Advertising for OTC products must be factual, verifiable, and legally compliant:
Mandatory disclaimer in advertisements: (“For risks and side effects…”). No fear-based or pressure advertising (e.g., “Without this product, you risk your health!”). No unfounded healing promises or exaggerations.
3.2 Implications for Retail Media
Amazon & online pharmacies: Ad texts must comply with HWG regulations. Terms like “best cure” or “guaranteed effect” are not allowed. Google & Social Media: Influencer marketing must be transparent, and claims must be verifiable.
3.3 BfArM & Product Classification
The Federal Institute for Drugs and Medical Devices (BfArM) regulates OTC products.
The classification as OTC or Rx (prescription-only) determines distribution and advertising opportunities.
4. Where Can Consumers Buy OTC Products?
4.1 Pharmacies & Online Pharmcies
Physical pharmacies: Consultation is the primary focus.
Online pharmacies (e.g., DocMorris, Shop Apotheke): Important platforms for digital OTC sales, combinable with Retail Media campaigns.
4.2 Marketplaces & E-Commerce
Amazon: A key sales channel for OTC products, optimizable through SEO & Advertising.
Drugstores & retail: Platforms like dm or Rossmann also offer growth opportunities.
5. Best Practices for Retail Media & Marketplace Optimization
5.1 Success Factors for Amazon & Online Pharmacies
1️⃣ Utilize Sponsored Ads & Brand Stores Higher ranking in search results. Strengthening brand presence through dedicated Brand Stores.
2️⃣ Optimize Product Pages with SEO & Compliance Clear, informative descriptions with compliant statements. High-quality images & videos for higher conversion rates.
3️⃣ A/B Testing for Retail Media Campaigns Testing ad formats, visual elements & keywords. Performance optimization through data-driven decisions.
5.2 Data-Driven Optimization of Retail Media Strategies
Analysis of click & conversion rates for audience targeting: Using retargeting campaigns to recover abandoned shopping carts.
Omnichannel strategy: Combining Social Media, Content Marketing & Marketplaces.
6. Why Pharmaceutical Consultation & Digital Visibility Go Hand in Hand
6.1 Trust Through Professional Advice & Digital Channels
Pharmacists play a central role in product recommendations.
Online pharmacies & marketplaces supplement advice through expert reviews, customer testimonials & product information.
6.2 Brand Loyalty Through Strategic Communication
Targeted brand building: Pharmacy partnerships & digital guides.
Seamless experience between offline & online channels: A product recommended in a pharmacy should be directly available online.
6.3 Partnerships & Retail Media for Sustainable Success
Collaborations with pharmacies & marketplaces enhance brand presence. Targeted Retail Media strategies link pharmaceutical consultation with purchasing decisions.
Conclusion: Retail Media as a Growth Driver for OTC Brands
The German OTC market offers enormous potential, but it requires a clear strategy:
✔️ Utilize Retail Media for maximum digital visibility
✔️ Implement regulatory requirements in advertising campaigns
✔️ Combine data-driven campaigns with continuous optimization
The German OTC market offers brands a large, health-conscious consumer base—but it also demands strict regulatory compliance and high product information standards. Understanding classifications such as pharmacy-only and freely available, complying with the Heilmittelwerbegesetz, and leveraging Retail Media for distribution are all essential components of a successful strategy.
Our Retail Media agency helps OTC brands overcome these challenges and establish a strong market position on digital platforms. By combining Retail Media, SEO, data-driven advertising & strategic partnerships, we maximize the success of your OTC brand.
Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.