Ogilvy Health Australia has launched OTC Influence, a new marketing offering designed to help over-the-counter (OTC) brands connect more deeply with Australian culture.
The new capability aims to move OTC brands beyond traditional marketing focused on ingredients and efficacy, instead positioning them within cultural conversations and consumer behaviours.
A cultural approach to OTC marketing
OTC Influence combines Ogilvy’s health marketing expertise with its influence capabilities to deliver integrated campaigns across social media, earned media and owned channels.
The approach centres on cultural insights and trends, using health influencers and social-first storytelling to shift brand messaging from product functionality to cultural relevance.
Richard Brett
Richard Brett, CEO of Ogilvy Health ANZ, said the move reflects the next phase of marketing for the category.
“Bringing OTC brands into the heart of Australian culture is the critical next step for OTC marketing in Australia. This is where magic happens – at the intersection of brand attributes and cultural connection,” Brett said.
“It’s about leveraging earned-first creativity and developing ideas so compelling, entertaining, or culturally relevant that people want to share them.”
Turning cultural insights into campaigns
Rachel Stanton, Group Managing Director at Ogilvy Health Australia, said the process begins with analysing cultural trends and consumer attitudes.
“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,” Stanton said.
“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.”
She added that the approach is designed to engage not only consumers but also pharmacists and retailers across the channels they use most.
Ben Hickey
Ben Hickey, Head of Consumer Health at Ogilvy Health Australia, said the initiative builds on the strong recognition many OTC brands already hold.
“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,” Hickey said.
“But now the unconditional brand affinity we have with OTCs needs to be brought to life in new and culturally relevant ways.”
Growing but competitive market
The launch comes as the OTC pharmaceuticals sector continues to grow in Australia, with market revenue projected to reach A$6.75 billion in 2026. Despite the growth, the category remains highly competitive, with more than 14,000 non-prescription products currently available.
OTC Influence builds on Ogilvy Health Australia’s expanded consumer health offering introduced last year following Hickey’s appointment, as well as on the local rollout of Health Influence, a global capability that connects healthcare brands with the creator economy.
Hickey said the new offering is designed to help brands navigate a changing market landscape.
“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,” he said.
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