Vietnam’s OTC Market Is Moving Beyond the Pharmacy Shelf
A recent example illustrates a shift that would have felt unusual for pharmaceutical brands in Vietnam a few years ago: Panadol advertising in residential building elevators.
Not in a pharmacy. Not in a clinic. In an elevator. It was a small reminder that the way Vietnamese consumers encounter healthcare brands is changing.
The healthcare journey is no longer confined to healthcare settings
For years, the traditional battleground for OTC brands in Vietnam was relatively clear: pharmacy shelves, pharmacist recommendations, doctor influence and distributor reach.
These channels still matter. But consumers now spend much more of their time outside traditional healthcare environments — and brands are following them there.
Vietnam had 79.8 million internet users and 76.2 million social media user identities in early 2025, while TikTok's advertising reach alone reached 40.9 million adults.
Healthcare e-commerce is developing alongside this digital behavior. Vietnam's health-care e-commerce market generated approximately US$730 million in 2025, with pharmaceuticals accounting for 52% of online healthcare e-commerce revenue.
More importantly, regulation is also catching up with this shift. Since July 2025, Vietnam has allowed certain OTC medicines, including common products such as paracetamol and ibuprofen, to be sold online through permitted channels.
For consumers, this creates a much more connected journey: discover online, research, compare, ask questions, then purchase through whichever channel feels most convenient and trustworthy.
OTC marketing is starting to look more like consumer marketing
This is where the traditional distinction between pharmaceutical, wellness and FMCG marketing becomes less clear.
An OTC brand may need to build credibility through pharmacists and healthcare professionals while also building awareness through creators, social media and lifestyle media.
The objective is not to replace the pharmacy. It is to make sure the brand is already part of the consumer's consideration set before they reach the pharmacy.
That requires a broader approach to market entry and channel strategy, one that connects traditional healthcare distribution with digital discovery and consumer engagement.
The next battleground may be attention
Vietnam's OTC market is becoming increasingly omnichannel. Pharmacy presence still matters, but so does where consumers first encounter the brand, what they learn about it, and how easily they can move from awareness to purchase.
For international healthcare brands entering Vietnam, understanding this consumer journey is becoming just as important as securing pharmacy distribution.
Ready to optimize your market entry, partner selection, and channel execution in Vietnam and Southeast Asia? Contact Artho Asia Consulting today.
