This study examines consumer preferences for over-the-counter (OTC) medication packaging, formulations, visual identity, and brand associations in Dublin, Ireland. As the OTC market expands, understanding consumer preferences is crucial for pharmaceutical companies and healthcare providers to develop effective products and marketing strategies. The research used a quantitative approach, surveying 120 adults aged 18-50 who had purchased OTC medications in Dublin within the past six months. Key findings show that blister packs are the most preferred packaging type (57.5%), with 53.3% of respondents considering packaging very important in purchase decisions. Tablets (59.2%) and capsules (27.5%) are the most favored formulations, with 40.8% rating formulation type as very important. Brand perception is crucial, with 42.5% preferring well-known brands and 57.5% considering brand important or very important in purchasing decisions. The study found no statistically significant differences in OTC medication preferences across demographic categories, suggesting consistent preferences across different groups in Dublin. Marketing strategies significantly influence patient perceptions and preferences, with advertisements being influential for 52.5% of respondents and promotions impacting 67.5%. Labeling information is crucial, with 79.2% finding it influential in purchasing decisions. A strong association exists between preferences and satisfaction levels (p < 0.001), but the association between preferences and medication adherence was not statistically significant (p = 0.137). The study revealed that 63.3% of respondents always adhere to dosage instructions, and 87.5% were satisfied or very satisfied with their OTC medication purchases. For improvements, 27.5% suggested more informative labels, 15.8% wanted easier-to-open packaging, and 15% suggested more sustainable materials. These findings provide valuable insights for pharmaceutical companies to optimize their product offerings and marketing strategies. Recommendations include prioritizing blister pack packaging, focusing on tablet and capsule formulations, investing in brand identity, improving labeling information, and developing targeted advertising campaigns. While the study's findings align with much-existing literature, there are notable contrasts in demographic variations and advertising impact. This research addresses a gap in OTC medication preferences in the Dublin market