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A topical gel is generally intended to form a relatively thin layer over the area being treated.
Applying an extremely thick layer can make the product uncomfortable and may increase exposure without necessarily improving effectiveness.
Gentle spreading is usually preferable to forceful rubbing.
The exact quantity should be determined by the product’s instructions. Some medicines specify an amount, while others describe application in terms of the affected area or number of applications per day.
If the instructions are unclear, asking a pharmacist or healthcare professional is preferable to guessing.