Pharmaceutical marketers are undergoing significant transformations in response to the Food and Drug Administration’s (FDA) tightening regulations on direct-to-consumer promotions. As the FDA increases its oversight, marketers are reevaluating how they connect with patients and consumers. This shift is prompting brands to diversify their media strategies, focusing on channels that emphasize reach, trust, and regulatory adherence.
Shifts in Media Planning and Spending
Recent data from MediaRadar indicates a notable change in pharmaceutical media planning trends. From January to August 2025, out-of-home (OOH) advertising spending in the pharmaceutical sector surged by 21% compared to the same period in 2024. Eli Lilly emerged as the leading advertiser in this space, nearly doubling its investment with an impressive 89% increase year over year.
This strategic diversification highlights the necessity for balanced and resilient advertising plans. Marketers are increasingly adopting omnichannel approaches that combine traditional formats like OOH with digital efforts to ensure comprehensive visibility. By leveraging real-world media such as OOH, connected TV, and search, brands can provide credibility, scalability, and repeated exposure—essential components in an industry marked by scrutiny and complexity.
Research from The Harris Poll supports this trend, revealing that over half of adults recently recalled seeing pharmaceutical OOH ads. Among those viewers, 78% took action, whether by visiting a brand’s website or consulting with a physician. This data demonstrates how the visibility provided by OOH advertising can enhance digital performance by driving conversions directly.
Exploring New Channels and Building Trust
As scrutiny of pharmaceutical advertising intensifies, companies are no longer relying solely on traditional media plans. Instead, they are exploring data-driven opportunities to gain a competitive edge. This involves not just reallocating budgets but also rethinking patient journey mapping, environmental evaluations, and audience targeting to ensure relevance.
During a recent advertising panel in New York, health marketers discussed their strategies for navigating this evolving landscape. One notable example came from a group director at a wellness agency, who explained how Johnson & Johnson’s immunology division utilized third-party health data and localized audience insights to select specific OOH placements. They then retargeted these audiences through mobile channels, creating a seamless transition from real-world visibility to digital reinforcement. This integrated approach resulted in a 8% to 20% increase in consideration intent, significantly surpassing typical digital-only benchmarks.
Pharmaceutical marketers are also placing a greater emphasis on messaging that cultivates understanding and public trust. Many campaigns are shifting towards broader disease awareness, aiming to inform audiences without focusing solely on specific products. A prominent example is Ro’s GLP-1 campaign in New York City, featuring Serena Williams. This campaign utilized straightforward messaging and high-visibility placements to foster conversations around weight management, helping to reduce stigma associated with the topic.
As the landscape becomes more scrutinized, pharmaceutical advertising is shifting towards enhanced accountability. With the FDA revisiting long-standing regulations and expanding enforcement, advertisers are increasingly favoring transparent, 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 media, there is a clear shift towards campaigns that demonstrate credibility and compliance. Marketers who align their strategies with evolving standards, communicate clearly, and develop intentional media plans will be better positioned to adapt to regulatory changes and emerge stronger in the future.
Anna Bager, President and CEO of the Out of Home Advertising Association of America (OAAA), is at the forefront of this transformation. With a background in digital media and a commitment to innovation, she has been instrumental in leading OAAA’s evolution into a modern, data-driven platform since taking on her role in 2019.
