More Than Just Ads: Building Awareness and Engagement with AI-Driven Digital Marketing in a Regulated World

In the pharmaceutical industry, which is known for its strict regulations, advertising of over-the-counter (OTC) drugs in a digital environment poses a unique set of challenges.This study explores how digital advertising methods—such as personalized recommendations, gamified content, chatbots, and educational messages—can increase consumer awareness and engagement while maintaining regulatory compliance. Anchored in the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research investigates how perceived usefulness, ease of access, and trust mediate the impact of advertising strategies on brand awareness. A mixed-methods approach was used, combining ten semi-structured interviews with pharmaceutical marketers and consumers, and a survey of 384 respondents. Findings from structural equation modeling show that AI-enhanced advertising significantly increases brand recall and awareness, especially when supported by expert-endorsed educational content. The study contributes to advertising theory by revealing how digital advertising in restricted environments can shape consumer cognition, trust, and behavioral intention, offering strategic guidance for ethical and effective communication in healthcare markets.