How consumer healthcare brands are adapting FMCG media strategies
Companies like Opella are borrowing from the consumer brand playbook as they pivot around shifting health habits. Can they adapt FMCG marketing without also importing the issues facing that category?
More consumers are turning to over-the-counter (OTC) solutions for their everyday healthcare needs. In response, marketers in the pharmaceutical and healthcare sector are adapting their strategies from the consumer goods (CPG) industry and changing their approach to paid media. OTC sales reached $58.2 billion in 2025, a significant increase from $44.3 billion in the previous year.
The U.S. Food and Drug Administration (FDA) has also shown openness to allowing more drugs to transition from prescription-only to OTC availability. In essence, rising consumer demand and regulatory changes are leading pharmacies and direct-to-consumer (DTC) firms to play a more prominent role in individuals' health decisions. "Traditionally, people relied heavily on their physicians," stated Sandy Weag, client president of CMI Media Group.
"However, today's consumers are adopting a more proactive stance towards their health, making product choices as they would with any other consumer item." For more insights, read the full article on digiday.com.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
