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Earlier this week, I had one of those energizing conversations that caused me to ponder long after the last sip of java. I was catching up with a thought partner -- someone I’ve collaborated with for years -- who works inside a major pharma company. As is often the case, our talk drifted to the evolving state of pharmaceutical marketing. We found ourselves deep in conversation about direct-to-consumer (DTC) advertising: where it’s going, how it’s changing, and -- perhaps most importantly -- what’s at stake.
It struck both of us just how far the DTC model has come. I mentioned something I see routinely in qualitative research, and have been quietly tracking for years: the shifting sentiment among healthcare professionals. What was once scorned by many physicians is now often embraced as a meaningful and oft-cited touchpoint in the patient journey. And yet, just as the industry is hitting its stride in more sophisticated, personalized, and cross-platform campaigns, DTC advertising is facing some of its most serious existential threats.
Years ago, it was common for physicians participating in marketing research interviews or focus groups to express frustration about DTC ads. The prevailing sentiment was, “I’m the doctor -- why should a commercial dictate my treatment decisions?” DTC ruffled HCP feathers, often viewed as an overreach into the sanctity of clinical judgment.
But that narrative has changed. Fast forward to 2025, and many of those same physicians now describe patient mentions of a DTC ad as a positive signal. It indicates to them that the patient is engaged. It demonstrates curiosity, initiative, and, in some cases, higher likelihood of adherence. As many HCPs tell me in interviews these days, when patients come in asking about a medication, it often means they’ve done some homework, and that opens the door to more productive (and quicker) conversations. It's part of the shared decision-making paradigm. In some cases, HCPs even view it as a behavioral predictor: patients who bring up an ad are perceived as more likely to fill and take the prescription.
What I'm saying isn’t scientific; we haven't validated this quantitatively. But it is valuable observational insight built over hundreds of hours of US interviews with both physicians and patients.
At the same time that DTC’s role in the doctor-patient dynamic is becoming more valuable, the platforms and strategies driving those ads are rapidly evolving. Pharma has traditionally invested heavily in broadcast TV, particularly around live sporting events, where ad retention is high, but that’s shifting. Increasingly, marketers are reallocating spend toward connected TV (CTV) and streaming platforms like Hulu, Roku, and YouTube. Consumers now move seamlessly between apps, platforms, and screens. They don’t distinguish between linear and streaming -- they’re just viewing content.
This shift isn’t just about placement -- it’s about smarter targeting. As Mallory Halva of DirecTV noted in a recent industry webinar, healthcare marketers are leveraging HIPAA-compliant data to more precisely reach likely patient audiences. This represents a seismic change in how pharma advertising is delivered, and it’s improving engagement, efficiency and effectiveness.
Recent data confirms what many of us have long suspected: DTC isn’t just reaching patients, it’s motivating them. According to a July 2025 Harris Poll commissioned by Cadent, TV ads, both linear and connected, are now nearly as influential as doctors when it comes to how people learn about new medications. Doctors remain the top source at 68%, but TV ads are a close second at 62%.
More telling is the level of action these ads drive. Roughly 70% of respondents said they’re likely to ask their doctor about a prescription after seeing it advertised. Nearly half said they’d scan a QR code on a CTV ad for more information. Combine that with mobile ads and multi-platform exposure, and the engagement numbers rise even higher.
And it’s not just brand recognition that ads are influencing. Consumers report that ads showcasing a drug’s medical benefits are most likely to spur action. Importantly, nearly three-quarters of respondents said they trust the educational content provided by pharma companies. These aren’t passive impressions. They’re meaningful interactions that drive awareness, inquiry, and often adherence.
Despite this progress, DTC is under threat. In June 2025, Senators Bernie Sanders and Angus King introduced the “End Prescription Drug Ads Now Act,” which seeks to ban all pharma advertising across TV, radio, print, digital, and social media. If enacted, it would fulfill a campaign promise by HHS Secretary Robert F. Kennedy Jr. and dismantle a $10 billion marketing channel that plays a pivotal role in public health awareness.
The justification? Concerns about misleading information and inflated healthcare costs. But sweeping restrictions could throw out the good with the bad. A single ad campaign, poorly executed, shouldn’t overshadow the countless examples where DTC has informed, educated, and empowered patients to seek timely care.
And if not TV, then what? Some point to social media as the obvious alternative. But as marketers know, social platforms are no panacea. Regulatory complexities, adverse event reporting requirements, and the volatility of online discourse make social a uniquely difficult channel for pharma. While influencers and disease awareness campaigns offer some promise, they’re not a plug-and-play replacement for structured, well-regulated DTC ads.
There’s a larger principle at stake here. DTC advertising is not just about branding. It’s about bridging information gaps. For many patients, these ads are the first step on a path that leads to diagnosis, discussion, and treatment. And for physicians, they’ve become a reliable cue: Is this patient paying attention to their condition? Are they engaged? Are they likely to follow through?
For an industry often criticized for being slow to innovate, pharma has made impressive strides in evolving its DTC strategy. From omnichannel delivery to more targeted, condition-specific messaging, marketers are adapting to consumer expectations while honoring regulatory responsibilities.
As someone who has spent decades listening to patients and physicians, I can say with confidence: DTC advertising matters. It fosters dialogue. It fuels adherence. It educates and activates. And for all its imperfections, it serves a vital role in our healthcare system—particularly at a time when trust and access are fragile.
The banter over brew my client earlier this week reminded me that the stakes are high. To silence this channel now, just as it’s becoming more effective and accepted, would be short-sighted. Instead of eliminating DTC, we should continue refining it -- leveraging data, creativity, and behavioral insight to better serve the people who matter most: the patients.
