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# Pharma brands borrow the CPG media playbook as OTC sales surge
- URL: https://www.medianexis.com/pharma-brands-borrow-the-cpg-media-playbook-as-otc-sales-surge/
- Published: 2026-10-06T20:09:59.000Z
- Updated: 2026-10-06T20:09:59.000Z
- Description: Digiday’s Sam Bradley reports that consumer healthcare firms like Opella are shifting budgets toward retail media, creator marketing, paid social and search, pulling spend from traditional pharma TV, as OTC sales hit $58.2 billion in 2025.
- Author: The Signals Desk
- Tags: Agencies, Sam Bradley, Consumer healthcare brands adopt FMCG media strategies

**Why it matters.** Retail media operators and creator platforms gain a new category of ad dollars as pharma marketers chase the same measurable, performance-driven channels CPG brands already use.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Sam Bradley*](https://www.medianexis.com/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/how-consumer-healthcare-brands-are-adapting-fmcg-media-strategies/?ref=medianexis.com)*.*