The news: At the OOH Media Conference, Jasmine Singer (AstraZeneca associate director of marketing), Faryn Brown (Kinesso VP of addressable), and Ian Dallimore (VP of digital growth at Lamar Advertising) shared how pharmaceutical brands are expanding their use of out-of-home (OOH) to reach patients in daily life—not just within the healthcare system.

Why it matters: Unlike fast-moving consumer goods, pharmaceutical decisions unfold slowly. People often need time—and multiple prompts—before they feel ready to take action.

OOH is uniquely suited to bridge that gap. It can introduce a treatment to a patient in passing, reinforce it through repetition, and then resurface at the right time—whether during a provider visit or a Google search. For example, AstraZeneca uses OOH to catch patients at key moments, like on their way to work, and to boost both brand visibility and morale for field reps. Brown also emphasized the importance of speaking to patients “in the moment,” and to use OOH contextually, like with proximity to testing sites.

But pharma campaigns need to be measured over longer timelines than other industries. Singer pointed out that a single OOH impression might not drive instant conversions, but it can lead to an informed conversation weeks later. Brown added that layering digital measurement tools like retargeting and contextual triggers helps close that loop over time.

OOH’s power lies in its ability to deliver smart, scalable impact where other channels fall short. Dallimore explained that Lamar can tailor its digital billboards to specific locations, such as neighborhoods where certain medications are commonly prescribed or where health concerns are more prevalent. He reinforced that the ability to localize OOH—based on prescription trends, hospital locations, or population density—lets brands spend smarter while remaining visible and relevant.