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NEXT-GENERATION BRAND PLANNING: Some (Unexpected) Worrying Trends Demand a Rethink on Brand Planning

April 14, 2025 0

In our third annual report on the state of brand planning, EVERSANA surveyed nearly 100 brand planning executives across biopharmaceuticals, diagnostics and medical devices. This year, we expanded our assessment by hosting 111 marketing leaders from around the globe at a client advisory board in Napa Valley, California, to hear firsthand about key advancements and persistent challenges in brand planning.

WHAT DID WE LEARN?

While an impressive 87% of respondents reported that brand planning helped meet customer and business goals, one advisory board participant summed up the underlying frustrations quite well: “It feels like we are planning for nine months, then executing for three months.” We hypothesize that some sources of this disconnect in overall satisfaction with the outcomes can be explained through more detailed areas of discussion.

INCREASINGLY EFFECTIVE MEASUREMENT THROUGH DATA AND ANALYTICS

We observed significant year-over-year advancement in leader sentiment regarding data and analytics, with two-thirds not only believing in the effective measurement of success in terms of execution against the brand plan and market results, but also that data and advanced analytics played a growing role in achieving this. Our discussion with leaders revealed two drivers:

  • Leaders have increasingly been pressured through efficiency measures, in response to the macro environment (seen through operational expenditure and headcount rationalization), to demonstrate the value of marketing, medical and market access investments – forcing greater examination of the returns on these investments.
  • Client and service provider data and analytics platforms continue to mature, enabling more client organizations to turn metadata into timely and accurate insights.

PERSISTENT CHALLENGES WITH DIGITAL CAPABILITIES AND GENERATIVE AI

Surprisingly, we continue to see more than half of our industry’s leaders expressing concerns about being equipped and experienced to leverage digital capabilities, specifically generative AI. Upon further investigation, it appears that expectations here continue to grow exponentially from the boardroom and C-suite, even though partners are still in the early stages of adoption and struggling to keep pace with the hype.

PARTNER ROSTER: AN ADDITIONAL SOURCE OF DISCONTENT

Where we observed the lowest satisfaction from leaders and a steep decline over the last three years was in the belief that external partners (e.g., agencies, market researchers, consultants) collaborated effectively and integrated their contributions for the betterment of the brand plan. While the promise of consolidation – particularly in the agency segment of partners – has been to aid this, we continue to hear some clients are feeling uneasy about being forced into working with preferred vendors based on enterprise agreements while remaining on the hook for the outcomes.

CONCLUSION

Brand and portfolio leaders can often feel overwhelmed by the annual brand planning process, as well as the capabilities and partners required to ensure that cross-functional insights, strategy and execution will lead to projected results. In situations like these, EVERSANA’s Next-Generation Brand Planning can be leveraged to partner experienced strategic leads with brand teams to seamlessly and efficiently guide the process, assist integration and enable focus that drives business results.

Want to dive into the full results of our experts’ research and its implications on brand planning? Contact the authors to learn more.

Sean Rapson

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Transforming Biopharma’s Approach to Patient Engagement with Direct-to-Patient Programs

April 14, 2025 0

Biopharma companies face increasing challenges engaging patients, and patients face increasing challenges accessing timely, personalized, and convenient healthcare. Despite increased investment in product promotion, 1 in 4 patients still avoid seeking care and treatment because it’s inconvenient¹. This gap between patients and the care they need underscores an urgent call for innovative solutions that not only connect patients to care but also simplify their journey from diagnosis to treatment.

Patients expect more from biopharma. A 2025 research study by ixlayer and Ipsos found that 81% of survey respondents think that pharma companies should help them get the care and medicine they need.²

Configurable direct-to-patient (DTP) platforms are designed to bridge this divide. By connecting the disparate components of the healthcare ecosystem—patients, labs, providers, payments, prescriptions, and more—these platforms empower biopharma companies to support and elevate the patient experience across any therapeutic area.

Connecting the Dots Across the Patient Journey

A patient’s journey to care often involves navigating fragmented systems, unclear processes, and delays. The research shows that patients are increasingly looking to pharmaceutical organizations to streamline processes and help bridge barriers to care, ensuring patients receive the timely, personalized health services they deserve while reducing the administrative burden on healthcare stakeholders.

For biopharma companies, a well-executed DTP strategy means the ability to deliver a more effective and holistic patient experience. By offering a platform that unifies critical components of care delivery, pharma orgs will enhance patient engagement, and reduce barriers to care while keeping providers at the center of every decision.

Meeting consumer expectations for digital engagement improves their perception of biopharma

Patients are actively seeking more robust and personalized digital tools and virtual care options to help them get connected with the right care in a timely and affordable manner, and more than half of these consumers³ expect to be able to find the information they’re looking for in three clicks or less.

ixlayer’s survey of healthcare consumers across several condition areas found they are motivated to use digital healthcare tools like the ones found in DTP programs – and much more likely to think positively of the pharma companies that provide them.⁴ In fact, 65% simply expect pharma companies to be doing so already.⁵

Deploying an integrated, patient-centric experience

Crafting a thoughtful, high-value DTP program is no easy task, especially when pharma companies need to address so many complex challenges. As precision medicine and changing consumer demands add even more pressure to get it right, company leaders need to consider the best way to deploy industry-leading experiences that tick all the boxes for consumers across disparate health needs

A unified solution with a pre-built infrastructure that is completely configurable to meet unique brand needs may be the answer. It also drastically reduces the investment and internal resources required to get started on deploying a holistic consumer journey, from patient onboarding and diagnostics to telehealth services and prescription fulfillment.

With a platform solution, integration is assured from the start, and companies can easily launch a seamless, consistent experience for both patients and internal teams.

ixlayer’s platform, ixEngage, can assist pharma companies with launching and administering fully compliant DTP programs by providing the infrastructure needed for rapid deployment and a seamless, intuitive patient experience. As the healthcare industry continues to evolve, platforms like ixEngage are setting the standard for direct-to-patient engagement, delivering on the promise of personalized, timely, and accessible care for all.

Footnotes:

¹ https://www.zs.com/insights/trends-shaping-pharmaceutical-landscape-2024-and-beyond

² ixInsights 2025 / Ipsos Patient research, Top 2 Box, Base All n=414 individuals with one of the following conditions: respiratory conditions, asthma, COPD, type 2 diabetes, heart disease, dermatologic conditions, psoriasis, or atopic dermatitis. – On a scale from 1 to 5, where 1 is strongly disagree and 5 is strongly agree, please rate how much you agree or disagree with the following statements: “Pharmaceutical companies should provide resources to patients to help them get the care and medicines they need.”

³ https://www.salesforce.com/content/dam/web/en_us/www/documents/reports/ connected-healthcare-consumer-report.pdf

⁴ ixInsights 2025 / Ipsos Patient research: If a digital health solution offered the following features, how likely would you be to use it?; If a biopharma company were to offer a digital solution with the following attributes how, if at all, would it change your perception of the company? Top 2 Box Base All: n=414 individuals with one of the following conditions: respiratory conditions, asthma, COPD, type 2 diabetes, heart disease, dermatologic conditions, psoriasis, or atopic dermatitis.

⁵ ixInsights 2025 / Ipsos Patient research, Top 2 Box, Base All n=414 individuals with one of the following conditions: respiratory conditions, asthma, COPD, type 2 diabetes, heart disease, dermatologic conditions, psoriasis, or atopic dermatitis. – On a scale from 1 to 5, where 1 is strongly disagree and 5 is strongly agree, please rate how much you agree or disagree with the following statements: “I expect a pharmaceutical company to provide additional resources to help me get the care and medication I need.”

Matthew Walsh

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The Essential Role of Weather in Health and Wellness Marketing Strategies

April 8, 2025 0

Health and wellness marketers have no shortage of challenges. Staying relevant with health-conscious consumers. Navigating strict compliance regulations. Finding ways to stand out and connect with the right consumer in a stacked marketplace – to name a few.

The rewards are there, though, for brands who can break through. The $1.8 trillion global health and wellness market¹ only continues to grow. And many of those consumers are turning to the powerful influence of weather to make their health and wellness decisions. That’s one reason why we recently modernized and enhanced The Weather Channel app user experience as well as our AI-powered ad tech and back-end data modeling with an extra emphasis on health and well-being. Which brings health and wellness marketers a unique and relevant set of advertising solutions to fuel brand relevance and growth.

Unpacking the weather-wellness connection

The connection is clear: Habitually checking the weather informs more than how to dress for the elements. Recent research shows that weather inspires action to minimize illness, manage symptoms, and maximize time outside; offers a sense of control on quality of life; and guides purchases to maintain a healthy lifestyle. According to consumers in the study:

  • 88% are focusing more on health and wellness in recent years²
  • 76% use weather information to manage their health, up 33% since 2020²
  • 73% are more concerned this year than previous years about at least one health condition²

The go-to health and wellness marketing partner 

Your customers realize weather’s impact, so meet them where they are. Trusted, accurate data, innovative AI in weather prediction, and brand-safe, contextually relevant content from The Weather Company, place your brand in the direct path of qualified audiences and their health decisions. Additionally, by understanding the effect of weather on consumer spending, we can better tailor our advertising strategies to influence purchasing decisions that are directly related to health and wellness.

Better accuracy, better engagement, better performance

A constant companion, weather influences daily habits and decisions, sunrise to sunset. But not all weather forecasts are equal. Or accurate. Not only are we the most accurate forecaster³ and one of America’s most trusted brands,4 The Weather Channel is the preferred weather source used by health-conscious consumers to manage health across all conditions.

76% choose The Weather Channel over a competitor².

Since launching new wellness features in The Weather Channel app, we’ve seen 3x higher clicks into our wellness forecast experiences.5 In fact, compared to the legacy app experience, we’re already seeing:

  • 11% more stickiness5
  • 10% more page views per visit5
  • 8% increase in time spent per daily active user5

This preference for, and engagement with, our digital channels means more reach and a higher likelihood of campaign success. But beyond the lure of our new features, the instability and volatility of Mother Nature herself means more eyeballs, more often, on the forecast.

IQVIA-validated health audiences 

IQVIA, a leader in healthcare intelligence, utilizes rich prescription data to provide insights into the types of visitors on digital platforms. Our new IQVIA partnership has validated that The Weather Channel’s platforms effectively reach qualified health audiences across over 60 health conditions. Notably, we connect with 47% of U.S. psoriasis patients, which over indexes the general population by 32%.6 This collaboration validates our ability to deliver health content to audiences most likely to be treating health conditions and wanting to learn about weather’s impact on their symptoms.

Brand-safe sponsorships

Get your brand seen in the well-placed context of weather information and health resources through sponsorships on our digital properties.

Content sponsorships: With the latest enhancements to The Weather Channel app, we’ve re-imagined the experience to emphasize the weather-to-wellness connection. New editorial sponsorship opportunities help you align your brand with premium, health-related articles and video content created by award-winning journalists and verified by medical reviewers. Trusted advice and resources cover psoriasis, eczema, weight loss, type 2 diabetes, asthma, COPD, arthritis, stress management, aches and pains, and migraines.

Forecast sponsorships: Health-conscious consumers have access to a range of customized forecasts and tools designed for allergies, skin care, colds and flu, and respiratory health. These forecasts use weather data, AI, and insights to help predict how symptoms might change in the coming days and week.

69% check weather proactively for preventative health measures²

We put weather into action to give your audience information and insights that help them ultimately live healthier, happier, safer, and smarter.

Anticipate consumer needs with actionable data signals

By using weather data to inform when and where consumers’ health will be impacted, health marketers can tap into unified, scaled, and predictive signals to help to find and connect with qualified audiences and influence health outcomes.

Weather Targeting

Deliver hyperlocal, targeted, personalized health ads by leveraging an intelligent mix of weather data and health data, including:

  • OTC/prescription sales from IQVIA
  • Anonymized patient reports and aggregated insurance claims reports from Merative
  • Weather science to identify the optimal mix of environmental elements most likely to exacerbate health conditions at a ZIP code level

Audience Targeting

In healthcare marketing, privacy is paramount. Find and connect with your audience using demographic look-alikes with a propensity for specific conditions. These representative audience models are based on:

  • Behaviors and insights from The Weather Channel digital properties, including site interests and frequent locations viewed
  • Anonymized health claims data
  • CDC and other third-party sources

360M+ monthly global The Weather Channel app users6

Beyond the marketing department 

Make weather your business. The Weather Company can help you improve strategies, operations, and profitability across the enterprise. Yes, the same company that uses meteorological expertise and technology to help keep billions of people safe and informed about the weather also helps thousands of businesses increase the bottom line.

Weather Engine™

Help your business adapt quickly and make informed decisions that account for weather impacts. Powered by proprietary AI and machine learning, our Weather Engine helps you take advantage of large, analytics-driven insights across internal processes and consumer-facing touchpoints.

Weather data APIs

Integrate reliable weather data directly into your enterprise applications, business processes, or own custom models. Both weather data and insights are available via APIs with flexible integration services.

Competitive advantage is in the forecast

The influence of weather on daily health and wellness choices isn’t slowing down. Marketers need ways to stand out in a crowded, challenging market. Fortunately, as weather, data, and health continue to intersect, you can trust The Weather Company’s advertising solutions to help you create purposeful, relevant connections and better outcomes for both consumers and your business.

View footnote details+

1 The trends defining the $1.8 trillion global wellness market in 2024, McKinsey, January 16, 2024 Article

2 Weather and Health Impact Study, Sago for The Weather Company, health-affected consumers, March 2024

3 ForecastWatch, Global and Regional Weather Forecast Accuracy Overview, 2017-2022, commissioned by The Weather Company

4 According to a Morning Consult Q1 2024 survey: The Weather Channel brand was the #13 most trusted brand in the US. The surveys were conducted from 1/1/2024 through 3/31/2024, among a nationally representative sample of 1,158 and 35,280 U.S. adults

5 Amplitude, April-July 2024

6 IQVIA Healthratings – MAT June 2024; Data is anonymized and based on 1 month IQVIA sample of TWC audience. TWC has no actual health knowledge of any individual audience member7 According to Comscore, The Weather Channel was the largest provider of weather forecasts worldwide (web and app) in 2022 based on the average of the total monthly unique visitors. Comscore Media Metrix®, Worldwide Rollup Media Trend, News/Information – Weather category incl. The [M] Weather Channel, The, Jan-Dec. 2022 avg

The Weather Company

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The Four Hidden Risks of “Data-Driven” DTC Audiences: Solving the Data Lag Dilemma in DTC Audience Segmentation

March 25, 2025 0

Data is at the heart of pharma marketing—and the key to unlocking “right time, right place, right patient” strategies. In today’s highly competitive consumer landscape, it’s not enough to rely on broad demographics, lookalikes, cookies, or other generalized audience approaches. That’s why pharma brands and their agency partners look to real-world medical claims and other available data to build their audience lists for DTC campaigns based on brand eligibility criteria, past prescriptions, and more.

But many marketers overlook (or have come to accept) a key limitation: the inherent data lag in many common sources. For example, real-world claims data can take up to three months to become available. That means your audience segmentations and priorities may not reflect a true picture of the patient landscape at campaign kickoff. This opens the door to four hidden risks that could derail your campaign success.

Risk 1: Patient Journey Misalignment 

Pharma companies often design their marketing strategies to reach patients during specific stages of their healthcare journey—whether it’s raising awareness at the onset of symptoms, targeting those who are newly diagnosed, or providing options as patients seek new treatments for chronic conditions. When audience data is stale, marketing efforts are most likely directed toward the wrong audience at the wrong time, reducing impact and conversion.

Risk 2: Missed Eligibility Windows 

In fast-moving therapeutic areas like oncology, cardiology, or rare diseases, delayed outreach leads to missed opportunities to engage with patients when they are actively seeking or are receptive to treatment options. Patients who could benefit from earlier intervention may have already moved on to other therapies or, worse, the communication may come too late—when they may no longer be eligible for a potentially life-changing treatment.

Risk 3: Competitive Loss 

With multiple pharma brands often vying for the same pool of patients, failing to find and reach qualified patients in a timely way can cost brands the chance to convert patients in immediate need of treatment, and opens the door for competitors to step in.

Risk 4: Reduced Commercial Impact 

Mistimed or misdirected marketing doesn’t just lower NRx rates, but also can result in fewer prescriptions attributed to marketing activity. While outside perception is that pharma marketing budgets are unlimited, the reality is that media spending continues to be heavily scrutinized, and less-than-efficient marketing can threaten future budget allocations.

And these risks aren’t just to your marketing metrics. Failing to connect with your eligible patients, when they have the opportunity to convert to your brand, means marketers miss the chance to educate and empower patients as they navigate an increasingly complex healthcare landscape. And it bears repeating, it also means that patients may miss out on potentially life-changing therapies. But thanks to a combination of human ingenuity, a passion for better health, and yes, AI, there’s a safe and better way to target DTC programs. It’s called an adaptive audience.

What Are Adaptive Audiences?

Adaptive DTC audiences are audiences that automatically prioritize consumer segments throughout a campaign, based on the current volumes of brand-eligible patients. That means they stay fresh in a way that conventional approaches can’t. Instead of “dated” data, adaptive audiences use artificial intelligence, predictive analytics, and human guidance to anticipate when patients are approaching brand eligibility and upcoming care visits.

As a result, media is always optimized to reach the segments with the greatest opportunity for brand conversion. It’s a dynamic approach that reflects patients’ evolving care needs. Here’s how adaptive audiences work:

  • Defining the Ideal Patient Profile: Like standard audience approaches, the first step in an adaptive audience is defining the target population— their conditions and comorbidities, current line of therapy, recent tests and lab values, their treating care team/specialties, and other clinical factors. But alongside standard features like specific ICD10 and NDC codes, it’s also critical to expand your viewpoint to include often-overlooked socioeconomic, behavioral, and media consumption data. After all, despite a common diagnosis, medication history, or clinical profile, every patient is an individual, shaped by their unique experiences.
  • Building a Predictive AI Model: Most conventional audiences stop after the first step – using their patient profile to “find” qualified individuals at campaign start, then prioritizing the segments with the greatest number of patients. Adaptive audiences take a different approach, turning the patient profile into a predictive model. By drawing on many of the same data resources, today’s AI-driven models can accurately predict patients’ future care milestones and upcoming HCP visits.
  • Linking Brand Signals to Hyper-Local Geographies: Once the predictive model is live, it constantly looks for brand eligibility signals, and links those signals to hyper-local geographies comprised of the 35M+ available zip-9s. Based on the desired refresh cadence, marketers can then prioritize the zip-9s with the greatest concentration of signals throughout the course of the campaign. This means media is always focused on the populations with the greatest opportunity for brand conversion—and the greatest treatment need. Because all data is de-identified, and the technology provides just the right amount of strategic “noise” in and around the zip-9, it’s a privacy-safe, compliant approach that doesn’t compromise precision.
  • Personalizing the Media Mix: Every consumer has their own media consumption habits. Rather than relying on demographic generalizations, adaptive audiences look at the preferred channel mix within each “activated” zip-9, then automatically select the most effective tactics from the available options. Again, AI plays a key role—allowing for channel selection to be optimized at scale, while personalized for consumer habits.
  • Ongoing Optimization: Because adaptive audiences are built with embedded AI and machine learning technology, they automatically grow “smarter” over time: refining the predictive model, signal identification, and media deployment based on the data generated from the campaign.

How Does 6x Script Lift Sound?

Taking an adaptive approach offers DTC marketers significant benefits, including increased media efficiency, greater audience penetration, and reduced impression waste. One under-diagnosed neurology brand saw a 75% boost in the number of qualified patients reached and a 92% jump in patient engagement.

But marketing impact is measured in new prescriptions (NRx), and it’s here that the difference is clear. Adaptive audiences drive an average of six times higher script lift than conventional, fixed audience segmentations. By automatically optimizing every media touchpoint for brand conversion, adaptive audiences help brands and consumers thrive in the ever-evolving treatment landscape. More patients receive care-relevant information aligned with their treatment needs, and pharma marketers can demonstrate greater commercial and revenue impact. That’s what we call a win-win, and the right way to be data-driven.

Learn more about OptimizeRx’s adaptive DTC audiences, powered by our Dynamic Audience Activation Platform and Micro-Neighborhood® Targeting technology.

 

 

 

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DTC-In-Perspective by Bob Ehrlich

The Case for More Drug Advertising: Are FDA Rules Holding Patients Back?

March 18, 2025 0

I recently came across a compelling article by Dr. John Goodman, a renowned economist and healthcare scholar, in Forbes (11/24), titled “What the FDA Gets Wrong About Drug Ads”. In it, Dr. Goodman argues for expanding drug advertising—without the mandatory listing of side effects in commercials.

His reasoning? Underutilization of prescription drugs is leading to widespread undertreatment of serious conditions like diabetes and hypertension. He asserts that direct-to-consumer (DTC) advertising plays a critical role in patient awareness, prompting people to ask their doctors about potential treatment options. So, if drug ads effectively drive doctor-patient conversations, why not focus on promoting benefits and leave discussions about risks and side effects to the professionals?

The real threat to public health isn’t excessive drug advertising—it’s the overly restrictive regulations that limit the promotion of valuable treatment options.

Dr. Goodman is particularly critical of the FDA’s new requirements (implemented 11/24), which mandate that TV drug ads include supers (on-screen text) matching the voiceover. He argues that this information overload makes it harder for consumers to absorb key messages. Instead, he suggests eliminating side effect disclosures in commercials altogether, allowing pharmaceutical companies to advertise more freely and increase public awareness of treatment options.

The Real Risk? Over-Regulation, Not Overexposure

According to Dr. Goodman, the real threat to public health isn’t excessive drug advertising—it’s the overly restrictive regulations that limit the promotion of valuable treatment options. He also criticizes the FDA’s strict stance on off-label drug advertising, despite the fact that many doctors already prescribe medications for off-label uses.

I completely support Dr. Goodman’s proposal. No other industry is forced to dedicate 50% of ad time to potential risks. Alcohol, fast food, high-speed cars, risky investments, and even over-the-counter medications all have risks—but none are subject to the same regulatory burdens as prescription drugs. Yes, medications can have side effects, but if the goal is to increase treatment adherence and improve public health, then drug companies should be allowed to communicate more freely about their products.

A Sensible Compromise

The FDA is unlikely to completely eliminate fair balance requirements, but a middle ground could be reached. Why not permit simple ads that encourage consumers to ask their doctor if a specific drug is right for their condition? A 15-second ad mentioning a drug and the condition it treats—without an exhaustive list of risks—wouldn’t endanger public health. Instead, these brand-and-condition ads could direct consumers to a website for full safety details.

This approach aligns with the “common sense” messaging that has resonated politically in recent years. The FDA should take a similar view when it comes to drug advertising. If the ultimate goal is to get more Americans treated and adhering to their medications, then allowing pharmaceutical companies to better promote their solutions just makes sense.

Do I think the FDA will move toward deregulation, given Mr. Kennedy’s views? No. But Kennedy is wrong about the negatives of drug advertising. We need to shift the conversation to the positives—because ultimately, more awareness and access to treatment could help make America healthier.

Bob Ehrlich

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DTC-In-Perspective by Bob Ehrlich

DTC Can Impact Coverage

March 18, 2025 0

One of the effects of DTC advertising is its influence on healthcare providers and insurers. Consumers who see DTC ads, of course, ask their doctors about the advertised drugs. But what’s less discussed is how DTC advertising can influence the formulary decisions made by health insurance companies. Insurers—both private and government-controlled—don’t like DTC ads.

Consumers can be a pesky bunch. Insurers don’t want the public pressuring them to cover more expensive drugs. In some cases, they argue that older drugs are just as effective and much cheaper. In others, they insist that newer drugs need more long-term study before widespread adoption. At the end of the day, insurers and the government want to control which drugs are utilized.

DTC creates awareness of new treatments. Consumers want the best options available and hate being told that the latest drug isn’t on formulary. Those consumers then complain to their elected representatives, who in turn criticize insurers for restricting access. The insurers get painted as callous and greedy. That doesn’t let drug makers off the hook either—they’re criticized for high prices.

DTC creates awareness of new treatments. Consumers want the best options available and hate being told that the latest drug isn’t on formulary.

Weight Loss Drugs: A Case Study in DTC Pressure

A great example of this DTC-driven formulary pressure is the new GLP-1 weight loss drugs like Wegovy and Zepbound. Health experts say these drugs could help combat the obesity epidemic. DTC ads for both highlight significant weight loss results. But insurers hate covering these medications, which cost over $1,000 a month. Consumers, meanwhile, are frustrated that only the wealthy can afford them out of pocket. Thanks to DTC, demand has skyrocketed, and the pressure is mounting on insurers to expand coverage.

The Doctor-Patient Dynamic and the Role of DTC

One of the usual criticisms of DTC advertising is that it creates friction between patients and doctors—that patients, uninformed and swayed by marketing, shouldn’t be pressuring doctors to prescribe specific drugs. But there’s another side to this. DTC can also help doctors advocate for coverage when they believe an expensive drug is the best choice for a patient.

DTC as a Consumer Voice in Healthcare

Our healthcare system is a complicated beast, and critics of DTC rarely acknowledge how consumers actually benefit from its influence. The reality is that DTC can help push insurers to cover new treatments faster. Weight loss drugs, for example, will likely see broader coverage sooner rather than later, thanks to the hundreds of millions spent on DTC. At the same time, Lilly and Novo Nordisk will need to lower prices over time to expand access.

We all like to believe that patient care is the top priority when it comes to healthcare coverage. But we know that private insurer profits, government budgets, and drug company pricing all play a role. DTC advertising is one of the few ways consumers can make their voices heard in that equation.

Bob Ehrlich

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From Products to People: Transforming Pharma with Customer-Centricity

March 17, 2025 0

Pharmaceutical companies stand at the crossroads of a transformative era. Traditional product-centric approaches, once the cornerstone of most of pharma’s commercial strategies, are rapidly becoming obsolete. With the imminent patent cliff threatening revenues (The Healthcare Technology Report), fewer blockbusters projected to hit the market (MM&M Online)​, and intensified competition (Fierce Pharma)​, companies recognize the need to put customers front and center. Delivering a superior customer experience can significantly differentiate market leaders from laggards. This transformation isn’t merely a trend but a strategic imperative and a profound opportunity to create more value for all stakeholders. Here’s how we can seize this moment and redefine customer experience across the entire pharma value chain.

It Starts with Defining the Customer

In pharma, the definition of “customer” is multifaceted. Unlike other industries where the customer is the end consumer, pharma faces a unique challenge in identifying its primary customer. Is it healthcare providers, patients, regulators, payers, other stakeholders, or perhaps all of them? The primary customer definition varies significantly depending on the context. Companies must navigate this complex web of stakeholders, each with unique needs, expectations, and roles in the ecosystem. Therefore, a successful transition from product-centric to customer-centric strategies demands a new approach to customer engagement—one focused on enhancing the customer experience by intimately understanding the customer and addressing their nuanced needs.

Core Tenets of Superior Customer Experience

Once we’ve clearly identified our customer, connecting with them authentically to optimize their experience with the company is crucial. This requires embracing the core tenets of customer experience to craft unique engagement journeys for each customer.

  1. Shift in Mindset: Customer experience is not new to pharma; however, with the traditional brand/product silos, customer experience still remains confined within the same product/brand silos. To create a genuinely differentiating experience, we need to break down the silos and elevate experience to the enterprise level. An enterprise is a sum of its portfolio brands. While there may be brand-specific strategies, from the customer’s perspective, in addition to the brand, they’re also interacting with the enterprise as a whole. Therefore, it’s imperative to think of customer experience holistically across all brands. Enterprise-level focus can organically leverage the halo from one brand to another and create a consistent and superior experience. This decoupling and shift in mindset is particularly relevant for multiproduct companies that engage with the same customer across different brands.
  2. Understanding the Customer: A product-centric approach typically aims to ramp up engagement by simply adding more touchpoints across channels rather than optimizing the experience. In contrast, a customer-centric approach aiming to enhance experience focuses on customer journeys rather than disparate touchpoints to deeply understand customers. Companies must adopt an “outside-in” approach to truly grasp what matters. For example, in the case of an HCP, this involves putting the HCP’s needs and experiences at the forefront rather than focusing solely on the brand plan. The objective is to gain a deep understanding of the pivotal moments in the HCP’s journey that influence their overall experience, positive or negative. If the experience was poor, understanding the root cause will help develop an action plan.
    In a recent client engagement, we found that some of the top prescribers in the category weren’t prescribing the client’s drug. The company had categorized them as “skeptics,” averse to prescribing the drug class in general. However, upon probing with a series of “why” questions through personal and digital channels, the root cause was found to be lack of accessible, patient-friendly educational material about the drug and patients’ previous negative experiences with drug switches. With this information uncovered, immediate steps were taken to develop patient-friendly materials, conduct educational webinars, offer targeted patient support and counseling, and connect patients to other patients that had switched. Within months, these prescribers were welcoming reps, requesting samples, and prescribing the drug, as the client had displayed an intent to address a genuine pain point in their practices. Therefore, by identifying and addressing these pivotal moments, we can create authentically meaningful solutions for each physician and enhance their experience with the company and the brand.
  3. Create an Engagement Ecosystem: An authentic customer focus is built on an engagement ecosystem of personal and non-personal channels, with clear understanding of the relative impact of each channel on customer experience. The emphasis should be on creating an “ecosystem” where each channel works in concert with others along with seamless information feedback loops to deliver enhanced customer experience. An engagement ecosystem should decentralize customer ownership where reps are no longer expected to be the ultimate owner of customer relationships. Headquarter roles managing other channels in the ecosystem can own parts of the customer journey. This approach redefines the role of the most expensive channel, i.e., sales reps, so that reps focus on activities that they can uniquely add value to—building trust and relationships by effectively managing customer journeys. Currently, reps handle many low-value tasks that other channels can absorb. Tasks such as basic product information, samples/brochures/promotional materials management, routine HCP enquiries, educational updates, administrative and routine follow-ups, etc., can be handled by lower-cost personnel or non-personal promotion. Thus, leveraging omnichannel strategically to manage customer journeys with reps as key “experience orchestrators” signals customer centricity. Additionally, a lot of contextual client intelligence lies with reps. Tech solutions should be leveraged to capture the invaluable, unstructured intelligence residing with reps and integrate it with intelligence gathered across other channels to create holistic customer views and journeys.
  4. Harmonization Trumps Optimization: The success of any engagement ecosystem depends on carefully crafted omnichannel strategies. While we inevitably lean towards omnichannel today, far too many commercial teams are stuck optimizing touchpoints and customer experiences within a channel. Harmonization suggests that we pay more attention to an individual’s behavioral evolution occurring throughout the engagement ecosystem rather than being fixated on the acute performance of a specific channel. Harmonization cultivates the sustained and cumulative effect of an omnichannel experience, whereas optimization subjugates the experience to the iterative and incremental retooling of a channel. This isn’t to say optimization isn’t important—rather it is simply overweighted relative to harmonization, which runs the risk of creating high-performance touchpoints within a dull, disconnected, ineffective experience.
  5. Create Customer-Centric Metrics: Finally, for any customer-centric strategy to succeed, success KPIs must shift from product metrics such as sales, product volumes, product adoption, etc., to more customer-centric metrics such as customer experience, customer satisfaction, and patient outcomes. While product metrics should remain within the performance calculus, they should be assessed in the context of customer metrics and the larger customer journey.

Strategic Execution

Many companies falter when it comes to the execution of a customer-centric strategy. The transition from strategy to implementation requires a holistic approach:

  1. Break Down Silos: Cross-functional collaboration is essential. Sales, marketing, medical, and account teams must work together with a singular focus on creating a cohesive and unified customer experience.​​
  2. Cultural and Structural Transformation: Adopting a customer-centric mindset requires changes at all levels of the organization. This shift includes upskilling employees, fostering cross-functional collaboration, and realigning incentives to focus on customer outcomes rather than sales metrics​​. A cultural movement towards customer-centricity must be championed at all levels of the organization.​​
  3. Invest in Technology and Analytics: Advanced analytics and AI are table stakes for understanding customer journeys at scale and harmonizing omnichannel to deliver on the customer experience promise. Investing in technology, advanced data integration and management platforms, robust CRM systems, marketing automation tools, etc., is crucial for implementing these capabilities at scale.
  4. Co-Creation with Customers: Engaging customers in developing solutions ensures that their needs are met more accurately. Throughout the process, customers can be involved in participatory design sessions, pilot-testing prototypes, and iterative feedback loops to refine offerings​​.

Putting customers first isn’t just a theoretical idea, it’s a practical necessity. By fostering a customer-first mindset and prioritizing customer experience and satisfaction, pharma companies can drive sustainable growth and catalyze better outcomes for patients, HCPs, and other stakeholders.

Vipul Shrivastava

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A Matter of Trust-Health Information in the Age of Social Media: Who Do Consumers Turn to—and Trust?

March 7, 2025 0

A Shifting Landscape

This morning, you woke up with a mysterious rash. You inspect it, assess your symptoms, ponder it, and then, if you’re like the vast majority of Americans … you Google it. With the internet at your fingertips, information comes at you fast and furious. And with the rise of user-created content on social media platforms served up in bite-sized portions, that information is more accessible—and influential—than ever.

But despite this wellspring of wellness content, many consumers remain wary of misinformation from social influencers. And doctors agree that it’s wise to think twice before you like and subscribe: For example, a 2024 study in Otolaryngology—Head and Neck Surgery found that “most nonmedical influencer-posted TikTok videos about sinusitis are inaccurate, despite being portrayed as medical advice/educational.”

WebMD and The Harris Poll engaged 2,005 U.S. adults in an online survey in April 2024 to learn more about their attitudes toward the health information they get online and via social media platforms. This data can guide best practices for marketers seeking to understand the key question: Who do consumers gravitate toward and hold in high regard for medical advice?

The bottom line: Reliability, transparency, privacy, and trust guide consumers’ clicks when it comes to health content.

1 in 4 Adults Say They Trust Health Information Less Over the Past Year

Searched the Internet for Health-Related Information in the Past 12 Months

88% Total Adults

96% *Pharma Info Seekers

Mean: 11 Times

*Consumers who have sought information on over-the-counter medication, prescription medication, disease symptoms, or immunizations/vaccines on a website.

Trust Trends

Poll data shows that compared to last year, more pharma info seekers frequently rely on health information from health-related and news sites than social media platforms. Overall trust in online health information has dropped, primarily driven by misinformation on social. What specifically is eroding pharma info seekers’ trust?

35% say anyone can post content and claim to be a professional, even if they aren’t.

33% say they don’t know if people are telling the truth or being paid to promote things.

30% say it’s hard to determine what’s true and what’s false.

Privacy concerns are also paramount. As new state privacy regulations continue to take
effect, consumers have increasingly questioned influencers’ and social media platforms’
ability to protect their personal information. For many, opening the door to targeted ads
that concentrate on their chronic condition, for example, is a turnoff.

Privacy Concerns Also Aligned With ​Perceptions Around Ad Targeting

Attitude Among Pharma Info Seekers Toward Health-Related Advertisements​

Top 2 Box % Somewhat/Strongly Agree

75% “When I’m on social media, I don’t want to see ads reminding me of my health conditions.”

68% “I would prefer a random ad not based on my personal or demographic data.”​

Under the Influence

Despite the deluge of health and wellness content, pharma info seekers are much more likely
to follow food, exercise, lifestyle, gaming, and travel accounts than those with a medical focus.
Only 15% of pharma info seekers follow medical professionals, while only 12% follow accounts for special health conditions.

The creators they trust enough to follow attract them with three characteristics:

  • They’re a medical professional.
  • They’re a real expert in the field.
  • They include references and citations.

Clickers are picky for a reason:

68% of pharma info seekers say they often encounter claims that appear to lack medical or scientific review or are from someone with no true credentials.

Most Say Influencers And Creators Are Unreliable Sources of Health-Related Information

Attitude Among Pharma Info Seekers Toward Health-Related Advertisements​

Top 2 Box % Somewhat/Strongly Agree​

85% “Social media influencers/creators are not reliable sources of health-related information.”​

76% “I am skeptical of a brand or product if a social media influencer/creator is endorsing it.”​

Embrace Evolution + Keep Facts at the Forefront

Where We Are:

Social media platforms aren’t going anywhere. Neither are consumers’ desires to seek out advice and education about their chronic conditions. And people want trustworthy, discreet, sound information from experts as they scroll. Despite the rise of health information circulated in social media platforms and from influencers, pharma info seekers are relying more on health websites as a trusted source of health information, with a trust level 3 times higher than social media platforms or influencers. Context is critical for pharma messaging. Pharma info seekers don’t like to be reminded about their conditions when on social media platforms and are averse to being targeted by brands using their personal data.

Health websites have a trust level 3 times higher than social media platforms or influencers.

Where We Go From Here:

Leverage the platforms in use in the language of the user without compromising sound science, says WebMD Chief Medical Officer John Whyte, MD, MPH.

“Less is more. Too often, content providers overwhelm patients with too much information. Instead, they need to focus on nuggets of information. The most successful influencers often create content that is brief in nature, given the attention span of users in those platforms. They then build a following, where people come back to learn more.”

The research was conducted online in the U.S. by The Harris Poll on behalf of WebMD Corporation among 2,005 adults ages 18 and over who reside in the U.S. The survey was conducted April 11–22, 2024.

Data are weighted where necessary by age by gender, race/ethnicity, region, education, marital status, household size, employment, household income, and political party affiliation to bring them in line with their actual proportions in the population. Respondents for this survey were selected from among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within ± 2.6 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest.

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DTC-In-Perspective by Bob Ehrlich

Congress Acts on Telemedicine Drug Advertising Regulation

March 4, 2025 0

The unbalanced playing field between pharmaceutical manufacturers and telemedicine sites selling versions of approved drugs is finally being addressed in Congress. Congress acts on telemedicine drug advertising as senators push for FDA oversight. A number of large telemedicine direct sell sites have emerged in recent years. These sites diagnose, prescribe, and ship versions of popular drugs. When they advertise, they are not currently held to the same regulation as pharmaceutical companies.

Sites like Hims & Hers advertise compounded drugs or the forms of drugs without fair balance requirements. Frequently prescribed categories are weight loss, antidepressants, insomnia, and erectile dysfunction. They are not currently regulated by FDA even though they are manufacturing drugs and advertising them.

Senators Durbin (D-IL) and Marshall (R-KS) are co-sponsoring a bill to require FDA regulation of advertising from these telemedicine sellers.  Pharmaceutical companies have been at a competitive disadvantage because these sites often use compounded versions or created combinations of drugs. Drug companies lose sales because these telemedicine drugs often are priced lower.

Telemedicine sites have made diagnosis, prescription, and fulfillment easy for consumers. The problem is they can make efficacy claims without risk and warning information. Drug makers are held to a much higher standard and therefore have an unfair competitive landscape. These direct sale companies are offering a great perceived benefit for consumers. Answer a few medical questions, get prescribed, and receive the drug by mail. I imagine few consumers are turned down from getting prescriptions under the telemedicine process.

Telemedicine sites have made diagnosis, prescription, and fulfillment easy—but without the same regulatory standards as pharmaceutical companies, is it fair competition?

Congress is worried about inappropriate prescribing and the overpromise of efficacy without fair balance, prompting action on telemedicine drug advertising. Drug makers are concerned that compounders are violating patents and creating versions of their drugs which are not going through rigorous quality controls.

While DTC drug advertising receives lots of criticism, it is the most heavily regulated advertising category. Hopefully, that rigorous regulation will now apply to the burgeoning telemedicine industry.

Bob Ehrlich

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DTC News

Navigating a Cookieless Future: What Pharma Marketers Need to Know

February 28, 2025 0

Although Google delayed the full phase-out of third-party cookies in Chrome, the digital marketing landscape is still evolving toward a cookieless future. Pharma marketers should utilize this time to refocus on first-party data activation as third-party cookies become less relevant and less reliable.

The 2024 Adobe Cookieless Research Report found that nearly half of the potential market already resides in cookieless environments. However, many marketers remain unprepared.

With Safari and Firefox blocking cookies, pharma marketers must adapt. Here are a few ideas on how:

  • Implement Server-Side Tracking Workarounds
    • Use server-side tracking methods, such as Meta’s first-party server-side solution, to bypass cookie-blocking and directly collect and share data.
  • Double Down on First-Party and Zero-Party Data
    • Leverage zero- and first-party data from sources like patient portals, surveys, and HCP platforms (e.g., Doximity and VuMedi). This data is opt-in and more reliable for personalized marketing efforts.
  • Leverage Google’s Cookieless Tools
    • Take advantage of Google Analytics 4 (GA4), Privacy Sandbox, and Tracking Protection to gather insights and serve relevant, privacy-compliant ads.
  • Push Vendors for Cookieless Solutions
    • Ensure third-party vendors, such as ad tech providers, offer privacy-compliant solutions like Unified ID 2.0 and consent management platforms (CMPs) for collecting and storing consent.
  • Shift to Contextual Targeting
    • Adopt contextual targeting to serve ads based on content relevance, bypassing cookies and addressing privacy concerns. It’s more cost-effective and less intrusive.
  • Test and Optimize New Tools
    • Use the remaining months with cookies to experiment with alternative methods like contextual targeting and emerging tools from Google. Optimize for interoperability across platforms.
  • Utilize AI and Cross-Platform Data Modeling
    • Use AI to improve cross-platform data modeling and real-time adjustments, even without cookies. This will help pharma marketers track engagement and make better decisions faster.
  • Prepare for Attribution Changes
    • Explore incrementality testing and multi-touch attribution models to understand the full impact of your campaigns on long patient or HCP journeys.
  • Build Trust and Focus on Privacy
    • Emphasize privacy transparency in your marketing efforts. With health-related data being extremely sensitive, building trust with patients and healthcare professionals through responsible data handling is key.
  • Leverage Real-World Evidence (RWE)
    • As third-party data becomes harder to collect, turn to real-world evidence (RWE)—patient and provider data that offer actionable insights into patient behavior, treatment patterns, and outcomes.

As the digital landscape shifts, pharma marketers must use this time to adapt. This is the time to embrace change, build trust, and continue delivering targeted, compliant healthcare marketing.

 

Mike D’Orazio

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