DTC Health and Wellness Advertising on the Rise

The global pandemic sent some advertising categories soaring while bringing others to a screeching halt. OTC (Over-the-counter) healthcare spending has surged after increased demand for healthier practices and health awareness brought on by the COVID-19 pandemic.

Consumers are more aware and concerned about their health than ever before. The disruption of traditional OTC distribution channels has opened up countless possibilities for DRTV, infomercial, and digital advertising to promote health products.

Dietary supplements and nutraceuticals are enjoying steady market growth.  This market was worth $353 billion in 2019 according to Grand View Research. There were over 70,000 published articles in PubMed between 2010 and 2020, further validating the benefits of highly studied, powerful ingredients contained in dietary supplements.

To illustrate consumer demand for nutritional supplements, sales increased 5% in 2019 and over 44% in 2020. Consumers are, more than ever, becoming proactive about their health, both from a preventative and restorative standpoint.

Direct-to-consumer advertising of benefits for clinically studied nutritional supplements could be huge for marketers in 2022 and beyond.

The OTC game has changed entirely, and consumers today are more comfortable purchasing OTC products online than ever before, creating new opportunities for growth in advertising, brand awareness, and performance. Pharmacies and supermarkets also face added competition from these online retailers, as they can provide personalized, meaningful content and real-time information, making for a better user experience altogether.