Halfway through 2025, it’s clear that this year been pivotal for pharma DTC campaigns. In a time when trends point to the pharmaceutical industry’s reputation declining, engaging directly with patients is non-negotiable. Brands that use messaging that build connections and streamline the experience to identify optimal healthcare outcomes will undoubtedly come out on top.
While pharma companies have a long road ahead, solutions are in sight. A recent article from MM+M highlights patient survey results from a study performed by healthcare technology platform Ixlayer. Notably, 92% of respondents said their perception of the pharma industry would improve if companies offered at least one of several digital health solutions. While we’re going to break down the solutions, it’s important to note that one key theme emerged through Ixlayer’s survey results: access. According to the article, there is a heightened expectation that brands “provide a seamless customer journey on their DTC platforms.” So how exactly can brands achieve more access to their customers?
1. Getting the right information at the right time
For patients, access is defined broadly, expanding beyond the scope of simply getting prescribed. There is a clear desire to have better access to relevant information regarding disease state and treatment. Ixlayer’s head of marketing, Debra Harris, was quoted saying “There is a disconnect where patients still do not recognize what pharma is trying to do, or they’re not able to access what pharma is doing in the way that’s convenient and seamless.”
- Affordability continues to be a primary concern for the average consumer; high prices are consistently attributed as a leading cause for the declining reputation of pharma companies. Acceptance of insurance is a critical component here.
- Survey respondents expect pharma brands to do more when it comes to driving awareness. While DTC tactical campaigns are often robust, delivering messaging in a relevant setting is paramount. Point of care marketing is also an increasingly important tactic for DTC campaigns, as it brings pertinent content to patients who are in a healthcare-oriented mindset, facilitating more meaningful discussion with a trusted HCP; a critical decision-making point.
2. Enhancing guidance along the patient journey
A key element for most respondents was seeking support from DTC platforms as they navigate what can often be a complex patient journey. With a multitude of resources and options at their disposal, consumers often feel overwhelmed and may stall on their path to treatment due to the pressure of finding the right solution amidst the many that are available to them.
- 80% of respondents claimed that their favorability toward the pharma industry would improve if they had easier access to lab testing or at-home testing kits. This is an ideal place for DTC platforms to support and establish a positive rapport with patients in the early phases of their treatment journey.
- Securing health data and passing it along to their physician is another big focus area among patients. 75% of respondents said they would appreciate assistance from pharma brands when it comes to the virtual distribution of test results to HCPs.
- Additionally, patients are looking for more direct pathways to physician consultations using DTC platforms. While pharma companies must maintain neutrality when it comes to physician access, the takeaway is clear: developing a seamless digital experience for the consumer can accelerate important conversations with HCPs and promote informed decision-making when it comes to the selection of treatment.
- Patients in the survey were also receptive to the idea of pharma companies providing guidance on actionable next steps following discussions with their HCP. As Debra Harris points out, “Pharma brands can invest more in developing easy-to-go actionable materials that patients can use as a call to action after speaking with their doctor.” This approach keeps treatment top of mind for the patient and further reinforces a relationship of trust between brands and consumers.
Butler/Till’s Point of View
In today’s marketing landscape, the relationship between brands and their audience is more important than ever. Particularly within healthcare, patients are expecting pharma companies to do more to bridge the gap between available solutions and those best suited to individual needs. As the patient healthcare journey evolves, these trends showcase valuable opportunities to meaningfully connect with consumers in new ways, driving stronger performance by meeting your audience where they are.
At Butler/Till, we are well-equipped to address these challenges with enthusiasm and innovation. Our proven track record of engaging patients through transformative, data-driven DTC offerings is a testament to our world-class capabilities and our unique expertise in creating connections that drive strong campaign results.
Contributors: Joe Gala
