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How consumer healthcare brands are adapting FMCG media strategies

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How consumer healthcare brands are adapting FMCG media strategies

By Sam Bradley. This story was originally published on Glossy’s sibling publication Digiday.

More consumers are looking to over-the-counter solutions to everyday healthcare needs. In response, marketers working to gain share in the pharmaceutical and healthcare sector are borrowing from the modern CPG playbook and altering their approach to paid media.

OTC sales rose to $58.2 billion in 2025, up from $44.3 billion the previous year. Meanwhile, the U.S. Food and Drug Administration (FDA) signaled its willingness to allow more drugs to switch from prescription access to OTC. In basic terms, consumer demand and regulatory change mean that pharmacies and DTC firms are playing a greater role in everyday consumers’ health.

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