Ogilvy bets on culture to unlock A$6.75bn OTC opportunity

Australia’s over-the-counter healthcare market is projected to reach A$6.75 billion in 2026, but strict regulatory frameworks continue to limit how brands communicate in channels such as social media.

That tension is prompting agencies to rethink how pharmacy brands connect with consumers, shifting away from product claims and toward cultural storytelling.

Ogilvy Health Australia is positioning its new capability, OTC Influence, as one response to that challenge. The offering focuses on influencer-led campaigns, earned media and owned content designed to embed OTC brands into everyday cultural conversations.

Ben Hickey, head of consumer health at Ogilvy Health Australia, said regulatory constraints around claims and direct product promotion mean traditional marketing approaches can struggle to resonate in social environments.

“The OTC space is rightly regulated to ensure information put out by brands is accurate, substantiated and promotes safe and proper use,” Hickey told Marketing-Interactive.

“Working within these regulations, OTC brands have the unique opportunity to ignite their communications in a way that truly connects and resonates.”

In practice, that means reframing how OTC products show up in culture.

“In a sector with stringent regulations around claims and direct product promotion, simply reiterating efficacy information or ingredients can be limiting, especially in highly engaging channels such as social media,” he said.

“Instead of solely focusing on the functional benefits of a product, we aim to connect with consumers on a deeper, more resonant level by understanding and leveraging cultural insights.”

From claims to conversations

Under the OTC Influence model, campaigns begin with cultural analysis rather than product messaging.

The approach uses data, listening tools and trend analysis to identify emerging conversations around health and lifestyle, which brands can then participate in through creators, storytelling and earned media.

Richard Brett, CEO of Ogilvy Health ANZ, said the shift reflects a broader evolution in how consumers discover and engage with health products.

“Bringing OTC brands into the heart of Australian culture is the critical next step for OTC marketing in Australia,” Brett said. “This is where magic happens - at the intersection of brand attributes and cultural connection.” 

Rather than focusing purely on efficacy or ingredients, the approach centres campaigns around what a brand stands for and how it fits into everyday life.
The strategy also reflects the increasingly competitive nature of Australia’s OTC market.

More than 14,000 non-prescription products are currently available nationwide, creating intense pressure on brands to differentiate beyond functional claims alone.

At the same time, generics, private label products and cost-of-living pressures are reshaping how consumers evaluate healthcare purchases.

Rachel Stanton, group managing director of Ogilvy Health Australia, said the cultural approach helps brands move beyond transactional messaging.

“By connecting brands closely with culture, OTC brands have 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,” Stanton said.

Influence meets health

The launch of OTC Influence also builds on Ogilvy Health’s broader Health Influence capability, introduced locally last year to help pharmaceutical, healthcare and wellness brands navigate the growing influence economy.

For Hickey, the shift represents a natural evolution for the category.

“Australia’s OTC brands are some of the best known and trusted products in any sector,” he said.

“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.”