The pharmaceutical advertising landscape is undergoing significant transformation as companies adapt to heightened scrutiny from the Food and Drug Administration (FDA). With new guidelines aimed at enhancing risk communication and ensuring message accuracy, marketers are reevaluating their strategies for reaching patients and consumers.
As of early 2025, spending data reveals a notable shift in the pharmaceutical media planning approach. According to MediaRadar, out-of-home (OOH) advertising expenditures in the pharma sector surged by 21% from January to August 2025 compared to the same timeframe in 2024. Notably, Eli Lilly, a leading player in OOH advertising, increased its investment by 89% year-over-year. This diversification reflects a growing need for balanced and robust advertising plans that can withstand regulatory scrutiny.
Integrating Omnichannel Approaches
Pharmaceutical marketers are increasingly adopting omnichannel strategies that blend traditional formats like OOH with digital efforts to enhance visibility throughout the consumer journey. Real-world media, including OOH, connected TV (CTV), and search, are being utilized to provide credibility and repeated exposure—elements vital in a sector characterized by complexity.
Research from The Harris Poll supports this trend, indicating that over half of adults recently recalled seeing pharmaceutical OOH advertisements. Among these viewers, 78% took action, ranging from visiting a brand’s website to consulting a healthcare professional. Such data underscores how OOH visibility can enhance digital performance by effectively driving conversions.
Marketers are also identifying untapped channels to gain a competitive edge. Rather than merely reallocating budgets, they are rethinking how to map patient journeys and leverage data-driven tools to target audiences at moments of heightened relevance. A panel discussion at a recent advertising event in New York highlighted how marketers are honing their focus on precision and context.
One example shared involved a group director from a wellness agency detailing how Johnson & Johnson’s immunology division utilized third-party health data alongside localized insights to pinpoint specific OOH placements. This strategy enabled retargeting of audiences through mobile channels, creating a cohesive path from real-world visibility to digital reinforcement. The outcome was an impressive lift in consideration intent, ranging from 8% to 20%, significantly exceeding typical digital-only benchmarks.
Building Trust Through Clear Messaging
As regulatory scrutiny intensifies, pharmaceutical advertisers are placing greater emphasis on messaging that fosters understanding and builds public trust. Many campaigns are shifting towards broader disease awareness, aiming to educate audiences without solely focusing on product-specific information.
A prime example is Ro’s GLP-1 campaign in New York City, featuring prominent athlete Serena Williams. With straightforward messaging and high-visibility placements, the campaign has facilitated discussions around weight management and reduced stigma. This approach not only bolstered online engagement but also encouraged more informed conversations, highlighting how education-centric creative strategies can thrive in a regulated environment.
The focus on clarity and transparency aligns with the evolving advertising landscape, reinforcing a mix centered on trust, education, and authenticity. As the market becomes increasingly competitive, transparent and accessible messaging is proving to be a significant advantage for pharmaceutical brands.
With the FDA revisiting long-standing regulations and expanding its enforcement capabilities, pharmaceutical advertisers are prioritizing transparent and performance-oriented media plans. Channels that allow for public visibility, measurable outcomes, and flexibility in risk disclosures are gaining traction.
While traditional OOH, broadcast, digital, and social platforms remain in use, the emphasis is shifting towards campaigns that demonstrate credibility and compliance. Marketers who adapt to evolving standards and prioritize clear communication are poised to navigate these changes effectively and emerge stronger in the evolving landscape.
Anna Bager, the President and CEO of the Out of Home Advertising Association of America (OAAA), is at the forefront of this transformation. With her leadership focusing on digital advancements and innovative integrations, Bager is shaping OOH advertising into a modern, data-driven platform that can meet the demands of today’s regulatory environment.
