Pharmaceutical marketers are recalibrating their strategies in anticipation of new compliance requirements from the Food and Drug Administration (FDA). As the FDA intensifies oversight of direct-to-consumer promotions, brands are rethinking their approaches to reach patients and consumers effectively. This shift is driven by new guidance aimed at enhancing risk communication and ensuring message accuracy, prompting a diversification of media strategies.
Shifts in Pharma Media Planning
Recent spending patterns indicate a significant transformation in pharma media planning. According to MediaRadar, spending on out-of-home (OOH) advertising in the pharmaceutical sector surged by 21% from January through August 2025 compared to the same timeframe in 2024. Notably, Eli Lilly emerged as the leading OOH advertiser, nearly doubling its investment with an 89% year-over-year increase.
This trend reflects a broader need for balanced and resilient advertising strategies. Marketers are now adopting omnichannel approaches that combine traditional formats like OOH with digital efforts, ensuring full-funnel visibility. Integrating real-world media such as OOH, connected TV, and search enhances credibility and reach, crucial for a sector characterized by scrutiny and complexity.
Research from The Harris Poll reinforces this shift, revealing that over half of adults recently recalled seeing pharmaceutical OOH advertisements. Among those viewers, 78% took action, whether by visiting a brand website or consulting a physician. This data underscores how OOH’s visibility can enhance digital performance by driving conversions.
Exploring Strategic Opportunities
As regulatory scrutiny increases, pharmaceutical advertisers are moving beyond conventional media plans, exploring data-driven opportunities to gain a competitive advantage. Rather than merely reallocating budgets, teams are redefining how they map patient journeys and evaluate environments to target audiences at more relevant moments.
During a recent advertising panel in New York, health marketers discussed their refined focus on precision and context. A group director from a wellness agency shared an example of how Johnson & Johnson‘s immunology division utilized third-party health data combined with localized audience insights to identify specific OOH placements. This strategy enabled them to retarget audiences through mobile channels, creating a cohesive path from real-world visibility to digital engagement.
The outcome was striking, with an 8% to 20% increase in consideration intent, significantly outpacing typical digital-only benchmarks. This approach demonstrated that a strategic combination of physical presence and data-informed audience planning can yield substantial impacts in competitive markets where digital channels are saturated.
Furthermore, pharma marketers are increasingly emphasizing messaging that fosters understanding and public trust. Campaigns are shifting towards broader disease awareness, which aims to inform audiences without relying solely on product-specific messaging. For instance, Ro‘s GLP-1 campaign in New York City featured Serena Williams and focused on simple messaging, significantly normalizing conversations around weight management and reducing associated stigma.
This initiative not only strengthened online engagement but also facilitated more informed discussions, showcasing how educational and transparent creative can resonate in a regulated environment. Such clarity complements digital channels and reinforces a media mix centered on trust and authenticity, becoming a competitive advantage.
As the FDA reevaluates existing regulations and expands enforcement, pharmaceutical advertisers are gravitating towards more accountable, performance-oriented media plans. Channels that offer public visibility, measurable outcomes, and flexibility for risk disclosures are gaining traction.
While brands continue to utilize OOH, broadcast, digital, and social platforms, the emphasis is shifting towards campaigns that demonstrate credibility and compliance. Marketers who align with evolving standards and communicate transparently will be better positioned to adapt to the changing landscape, ultimately emerging stronger as regulations take shape.
About Anna Bager
Anna Bager serves as the President and CEO of the Out of Home Advertising Association of America (OAAA), the national trade group for the U.S. out-of-home advertising industry. Under her leadership, the organization is navigating a digital transformation, focusing on technological innovation and integration with other media platforms, including connected TV and retail. Bager, a veteran of digital media, previously held a prominent role at the Interactive Advertising Bureau (IAB) before taking the helm at OAAA in 2019.
