Ogilvy Health Australia has launched a new offering that brings non-prescription, over-the-counter (OTC) brands out of the lab.
Called OTC Influence, it provides a new approach to marketing pharmacy brands that moves beyond the traditional emphasis on efficacy, ingredients and data. These will instead mean creating integrated campaigns that focus on key cultural insights.
OTC Influence will drive marketing programmes for OTC brands with a social-media-first approach that includes harnessing health influencers, impactful earned media and owned channel content. This will centre activity more on what a brand stands for, rather than just what it does.
It will aim to “culturally connect OTC brands and products directly to trends, consumers insights and user attitudes,” explains Richard Brett CEO 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,” Brett added.
Rachel Stanton group managing director Ogilvy Health said: “The OTC Influence process starts with a deep dive into cultural insights, using data and listening tools to identify trends, phenomena, and consumer attitudes that create a new way to talk about health issues. This cultural hook then informs how the OTC brand provides commentary, a solution, or a new approach, moving it beyond its category and simple function and giving it a distinct point of view.
“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 Ogilvy Health’s head of consumer health added: “Australia’s OTC brands are some of the best known and trusted products in any sector. They are an integral part of our daily lives and deliver for people every day. But now the unconditional brand affinity we have with OTCs needs to be brought to life in new and culturally relevant ways.”
The launch of OTC Influence comes at a time of buoyancy for the sector; it has seen strong growth in Australia (3.26 per cent) and the revenue generated in the OTC pharmaceuticals market is projected to reach A$6.75bn in 2026.
“Even though the sector is growing, OTC brands themselves are under threat, having to work through an uncertain time with pressure from competitors, generics and cost-of-living pressures. OTC Influence can provide a clear path and strong engagement strategy for all OTC brands to help them successfully navigate these challenges,” Hickey concluded.
