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.
“Historically, people relied more on their physicians,” explained Sandy Weag, client president, CMI Media Group. “[Now] people are taking a much more proactive approach to their health, and are making product decisions as a shopper, similar as they would any other consumer product.”
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