Optimising OTC product visibility in competitive markets
Enhanced market position for OTC products through targeted SEO strategy and compliant content development.
- SEO
- Medical copywriting
- Bayer
- Pharma
The challenge
About
Bayer’s over-the-counter (OTC) products include household names such as Clarityn, Canesten and Rennie, designed to treat common health conditions such as allergies, thrush and indigestion.
However, despite having strong brands in its portfolio Bayer’s SEO strategy wasn’t delivering the results it should. The complexity of their medical, legal, and regulatory (MLR) process hindered content production and approval, leaving their products underperforming in search visibility.
Bayer approached Medico Digital seeking a partner who could navigate their intricate internal workflows by delivering medically accurate, accessible and optimised content that prioritised patient needs and stood out in competitive OTC markets.
Bayer / Medico Digital
Ineffective SEO content and processes
Bayer’s existing content was failing to meet its SEO requirements, which undermined its approval process and search performance. While Bayer has always prioritised medical accuracy - a commitment that sets them apart - this rigorous focus also made it challenging to produce optimised content that performs well. Previous agencies lacked the medical expertise needed to bridge this gap and create content that met both regulatory standards and SEO best practices.
Without contextual knowledge of the complex medical landscape, these agencies struggled to understand what could and couldn’t be included from a medical perspective, resulting in inaccuracies that frequently stalled internal reviews.
The struggle for medical validation and approval
When mapping out workflows during periods of immersion within Bayer’s teams, we identified the MLR bottleneck as the primary obstacle in their path. From this mapping, we could identify where exactly in the process that capacity or response times were creating delays.
Bayer’s MLR process involved multiple layers of stakeholders - medical teams, brand managers, and external regulatory bodies such as the PAGB - each with distinct strategic aims for the content, requiring a complex level of coordination.
This intricate network created significant bottlenecks, delaying approvals and publication timelines. They needed a specialised medical review process, tailored to their needs, to ensure compliance without compromising efficiency.
Standing out in a competitive market
OTC brands like Rennie operate in saturated markets. Bayer’s content strategy needed to go beyond basic SEO to differentiate their products by effectively communicating their unique benefits.
Overcoming skepticism towards search marketing
Bayer had traditionally focused on video-on-demand and other broad-reach channels. While these methods were effective in generating brand awareness, the unique value of search engine traffic had been overlooked.
In today’s healthcare landscape, where most marketing channels struggle to target individuals based on their specific health needs, search marketing offers a distinct advantage. It enables Bayer to connect with high-intent audiences - those actively seeking solutions for their specific needs.
By leveraging this approach, Bayer could start creating patient-first content that builds trust and accessibility, positioning the brand as a leader in competitive markets.
The solution:
- A tailored MLR process for Bayer’s OTC brandsTo streamline Bayer's MLR process, we maintained regular communication with their medical teams to anticipate challenges and ensure content was near approval-ready upon submission. We added PAGB checks and expert reviews throughout production to align with Bayer’s requirements for final sign-off. Dedicated stakeholder engagement encouraged timely reviews, while broader discussions highlighted the value of search marketing to prioritise content approval. Additionally, we aligned a holistic search strategy with Bayer’s paid media efforts to enhance overall effectiveness. To further support this process, we introduced ‘source packs’: Harvard-referenced PDFs containing annotated journals and peer-reviewed materials used in content creation. These packs provided clear, trustworthy citations, expediting approvals and simplifying the review process. Thanks to this approval-friendly content strategy, we’ve been able to release around 50 pieces of content this year, with aims to reach 70 next year.
- Creating bespoke, highly tailored SEO contentEach OTC brand came with its own set of stakeholders and unique requirements, which were established during our team immersion meetings. To create search content that ranked highly while also passing the MLR process, we needed to balance the specific objectives of each brand with Bayer’s overarching goals. The tailored SEO strategy was shaped by each brand's market position and competitive landscape. For Rennie, a challenger to Gaviscon, we strategically focused on search topics where it could dominate rather than compete directly. In contrast, Canesten's market leadership enabled a broader, more assertive approach, targeting a wider range of topics to reinforce its dominance. This customised approach ensured each brand maximised its potential in search visibility. Beyond content creation, we also lead on technical SEO, collaborating with Bayer's development teams to enhance the websites' ranking performance. We ensure that all content produced complies with accessibility guidelines, supporting inclusivity and optimal user experience.
- Making the most of our regulatory expertiseWe understood that ensuring the content was medically accurate and compliant was a core focus for Bayer and their objectives. We became an associate member of the PAGB, to ensure our copywriting team aligned with all relevant standards. This allowed them to do what they do best: translate complex information into clear, engaging, accessible content guaranteed to rank, all whilst navigating Bayer’s internal and external approval processes seamlessly, meeting the rigorous requirements without sacrificing engagement.
- Reframing search as a strategic channelThere was a level of inertia when it came to Bayer’s marketing focus for their OTC brands. We repositioned search marketing as a high-value opportunity to reach engaged audiences - unlike traditional ads, search allowed Bayer to connect with users actively looking for solutions, driving richer interactions and stronger ROI. Our content was designed to answer users’ specific queries while showcasing the evidence-backed benefits of Bayer’s OTC products. This helped Bayer establish trust, stand out in competitive markets and foster a deeper connection with their diverse audiences.
- Progress and impactThrough our partnership, Medico were able to crack a monolithic MLR process. Our approach prioritised patient needs and challenged traditional workflows, empowering Bayer to connect with their audience more effectively. By creating a highly specialised medical content creation process, we were able to meet Bayer’s stringent medical validation requirements and navigate the complex stakeholder landscape, streamlining their content production and removing stubborn bottlenecks. Positioning search as a high-quality, high-intent channel, we could more effectively reach target audiences in a way that spoke to them in the right place at the right time, helping to differentiate their OTC brands with evidence-rich, engaging content.
I’m also super proud of how you've turned around our approach to SEO in a mere matter of months! It’s a testament to how you’ve truly listened to our pain points, immersed yourselves in our brands and been receptive to feedback. We’re learning to dance this dance together and I really believe that kind of partnership gets the best results. I’m ecstatic about the responses I’ve had from the team already and we’ve only just begun! 👏👏👏
Kasia Little - Bayer
Senior Coach in Training
