Pharma advertising is entering a period of accelerated change. As the Food and Drug Administration increases oversight of direct‑to‑consumer promotions, marketers are rethinking how they reach patients and consumers. New guidance aimed at improving risk communication and ensuring message accuracy is prompting brands to diversify their media strategies and invest in channels that balance reach, trust, and regulatory responsibility.
Marketers Are Reassessing the Full Advertising Mix
Spending patterns from early 2025 point to a clear shift in pharma media planning. According to MediaRadar, out of home (OOH) pharma spend grew 21% from January through August 2025 compared to the same period in 2024. Eli Lilly, the category’s top OOH advertiser, almost doubled its investment, rising 89% year over year.
This renewed diversification reflects the need for balanced, resilient plans. Marketers are adopting omnichannel strategies that integrate traditional formats like OOH to anchor digital efforts and support full‑funnel visibility. Real-world media, like OOH, connected TV, and search, are being paired to deliver credibility, scale, and repeat exposure, all essential in a category defined by scrutiny and complexity.
Research from The Harris Poll reinforces this shift. More than half of adults recalled recently seeing pharmaceutical OOH ads, and among those viewers, 78% took action, from visiting a brand website to speaking with a physician. These responses show how the real-world visibility of OOH can strengthen digital performance by driving conversions of its own. When patients encounter consistent messaging across OOH, CTV, search, and mobile, it creates credible repetition that boosts recognition, drives traffic, and encourages informed conversations.
Identifying Untapped Channels for Competitive Advantage
As scrutiny rises, pharma advertisers are moving beyond standard media plans and exploring more strategic, data‑driven opportunities that give them an edge. Rather than simply reallocating budgets, teams are rethinking how they map patient journeys, evaluate environments, and use targeting tools to reach audiences at moments of higher relevance.
During a recent New York advertising event panel, health marketers described how they are navigating this shift with a sharper focus on precision and context. One example came from a group director at a wellness‑focused agency, who detailed how Johnson & Johnson’s immunology division combined third‑party health data with localized audience insights to identify specific OOH placements. The team then retargeted those exposed audiences through mobile, creating a coordinated path from real-world visibility to digital reinforcement.
The result was an 8 to 20% lift in consideration intent, far outperforming typical digital‑only benchmarks. The approach showed how a strategic blend of physical presence and data‑supported audience planning can unlock impact in competitive categories where digital ad channels are saturated.
Clarity and Trust Are Becoming Central to Creative Strategies
Pharma marketers are increasingly prioritizing messaging that builds understanding and public trust. Many campaigns are shifting toward broader disease awareness, a strategy that informs audiences without relying solely on product‑specific communication.
Ro’s GLP‑1 campaign in New York City illustrates the impact of this approach. Featuring Serena Williams with simple messaging and high‑visibility placements across the city, the campaign helped normalize conversations around weight management and reduce stigma. The effort strengthened online engagement and supported more informed discussions, demonstrating how education‑forward creative can resonate in a regulated environment.
This focus on clarity complements digital channels, reinforcing a mix centered on trust, education, and authenticity. In a landscape shaped by scrutiny and choice, transparent, accessible messaging is becoming a competitive advantage.
Pharma Advertising Is Becoming More Accountable
With the FDA revisiting longstanding rules and expanding enforcement, pharma advertisers are turning toward transparent, performance‑oriented media plans. Channels that provide public visibility, measurable outcomes, and flexibility for risk disclosures are gaining momentum.
While brands continue to use OOH, broadcast, digital, and social platforms, the priority is shifting toward campaigns that demonstrate credibility and compliance. Marketers who stay aligned with evolving standards, communicate with clarity, and build intentional media plans will be best positioned to move with the market as regulations take shape and emerge stronger on the other side.
About Anna Bager
Anna Bager is the President & CEO of the Out of Home Advertising Association of America (OAAA), the national trade group for the US out-of-home (OOH) advertising industry, leading its digital transformation, focus on tech innovation, and integration with other media like CTV and retail. A veteran of digital media, Bager previously served at the Interactive Advertising Bureau (IAB) before taking the OAAA role in 2019, spearheading OOH’s evolution as a modern, data-driven platform.
