The marketing of non-prescription drugs represents a dynamic sector within the pharmaceutical industry, characterized by evolving consumer demands and regulatory landscapes. This study investigates how leading pharmaceutical companies optimize the 4P (Product, Price, Place, Promotion) marketing mix specifically tailored for non-prescription drugs. Through comprehensive case studies of prominent industry players, this research identifies key strategies and best practices employed to effectively navigate market complexities and achieve competitive advantage.The study focuses on understanding the nuanced interactions between product development, pricing strategies, distribution channels, and promotional tactics within the context of non-prescription drugs. It examines how companies tailor product attributes to meet consumer needs while complying with regulatory standards, optimize pricing strategies to ensure affordability and profitability, select distribution channels that enhance accessibility and convenience, and deploy promotional campaigns to educate and engage consumers effectively.Insights gleaned from these case studies highlight the importance of strategic alignment across the 4P elements and provide actionable recommendations for pharmaceutical companies aiming to enhance their marketing effectiveness in the non-prescription drug segment. The findings contribute to broader discussions on pharmaceutical marketing strategy and offer practical implications for industry practitioners and policymakers alike.