Ogilvy Health Australia has launched OTC Influence, a marketing offering designed to move over-the-counter pharmacy brands into broader cultural conversations.
The offering uses health influencers, earned media and owned channel content to connect OTC brands with cultural trends and consumer attitudes, rather than focusing on ingredients and data.
It launches as Australia's OTC pharmaceuticals market is projected to reach $6.75 billion in 2026, with more than 14,000 non-prescription products available to consumers.
"Bringing OTC brands into the heart of Australian culture is the critical next step for OTC marketing in Australia," said Richard Brett, CEO of Ogilvy Health ANZ.
"This is where magic happens — at the intersection of brand attributes and cultural connection. It's about leveraging earned-first creativity and developing ideas so compelling, entertaining, or culturally relevant that people want to share them."
Rachel Stanton, group managing director at Ogilvy Health, said the process begins with a cultural insights dive using data and listening tools to identify trends and consumer attitudes.
"By connecting the brands closely with culture, it will give OTC brands the opportunity to engage with consumers, pharmacists and retailers in their worlds, through their preferred channels in ways that resonate to get the brand both noticed and sold," she said.
Ben Hickey, head of consumer health at Ogilvy Health, said OTC brands faced pressure from competitors, generics and cost-of-living pressures despite the sector's growth.
"OTC Influence can provide a clear path and strong engagement strategy for all OTC brands to help them successfully navigate these challenges," he said.
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