Which retail innovation was first introduced by Pfizer in the 1990s and has since become standard practice for many over-the-counter medications in pharmacies?

The pharmaceutical industry uses sophisticated marketing strategies to promote medications to healthcare providers and patients. From advertising campaigns to product positioning, pharmaceutical companies leverage various techniques to build brand recognition and establish trust. This trivia question explores a notable innovation in pharmaceutical product marketing that changed how medications are presented and accessed in retail pharmacy settings.

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Behind-the-counter (BTC) placement, requiring pharmacist consultation but no prescription
Interactive digital displays that allow customers to explore medication information before purchase
Color-coded medication packaging system indicating potential drug interactions
Subscription-based medication delivery service with personalized dosing instructions