I recently returned from the DTC National conference, and one theme was clear across nearly every session: hotel carpet has endless charm. But also … the traditional direct-to-consumer marketing playbook is overdue for a revamp. In an industry that still leans heavily on the familiar “ask your doctor” message, it’s becoming increasingly clear that our patients — and their expectations — have moved on and evolved. And marketers are being charged with figuring out how to keep up.

The old model of pushing a product message and hoping it sticks isn’t enough anymore. Patient communication boundaries are begging to be pushed, and those who are up to the challenge are standing out in the space. Today’s health-minded consumers expect more. Period. They expect (read: require) brands to meet them where they are, to understand their needs before they articulate them, and to offer information and experiences that make them feel smarter, more confident and more in control of their health journey. Give them what they need and want before they even know they need and want it.

From Product to Platform: Building Brand Ecosystems

One topic that resonated with me (and sits on my mind daily because the pursuit is ongoing and ever-changing!) is the need to reframe brands for engagement versus as standalone products. The old CPG model stood for creating loyalty, identity and community. That still stands, but we also need to go further and help patients navigate a world full of data points, big decisions and an often overwhelming and fragmented health care system. We need to show up as their trustworthy friend.

… Enter AI! We’re learning and building responsive strategies as we go. We’re constantly looking for ways to incorporate meaningful personalization — meeting them in their moments. Whether it’s simplifying complicated treatment options, providing credible lifestyle tips, sharing patient testimonials or delivering emotional support through a diagnosis, our content needs to work harder, smarter and more responsively. Patients don’t want a transactional relationship with their treatment — they want a partnership that integrates into their life, anticipates their needs and evolves with them.

I love a good shortened word or acronym, so when someone referred to DTC as “dedicated to connect” instead of “direct to consumer,” I immediately logged it to memory and couldn’t wait to use it. So here I am using it! [Hold for applause.]

The Road Ahead

The conference painted a clear takeaway: The stakes are higher, the opportunities are greater and the brands that will win are the ones willing to lead the way into a more connected, patient-centric future, giving them reasons to talk to and trust us.