Bringing HIV Prevention DTC: Q&A with Ashley Gildea

DTC advertising opened new ways for the pharma industry to communicate directly with patients and patient populations. Ashley Gildea, VP of marketing and US HIV prevention at Gilead, spoke with Pharmaceutical Executive about the new campaign for HIV prevention option Yeztugo and how the industry is ultilizing the DTC advertising space.

Pharmaceutical Executive: What inspired the new campaign for Yeztugo?
Ashley Gildea: Even with effective prevention tools already available, many people still face barriers such as lack of awareness, limited access and stigma. The campaign is designed to spotlight conversations around HIV prevention, which we believe should be normalized, not whispered about.

In 2024, AIDsVu reported that roughly 600,000 people in the United States used some form of pre-exposure prophylaxis (PrEP). Yet the CDC estimates that up to 2.2 million individuals could potentially benefit from preventive HIV medications. The biggest barriers to wider access include a lack of awareness about PrEP (and who qualifies for it), stigma and misperceptions about the nature of the HIV epidemic.

We’re kicking off the campaign with an ad centered on One2PrEP, a reimagined version of Ciara’s early-2000s hit “1,2 Step” (featuring Missy Elliott). It’s a simple and memorable way to highlight Yeztugo, the first ever, twice-yearly HIV prevention option for a broad range of people and communities.

PE: What is the goal of the campaign?
Ashley Gildea: With awareness of PrEP lagging, the goal is simple: Help more people learn about their HIV prevention options and empower them to take that next step with their healthcare provider.

This campaign focuses on helping people understand what sets Yeztugo apart – just one office visit every six months – and emphasizes the importance of dosing choices in individuals’ lives. Having a six-month interval between visits not only saves time but also offers a half year of protection. It’s well established that consistent use of PrEP reduces HIV incidence, but adherence is a major challenge. Many people struggle to stick to the schedule with oral medications and other long-acting injectables, which can put them at risk. With Yeztugo offering six months of protection, they will have greater peace of mind.

PE: What trends are you seeing in DTC Pharma advertising/campaigns?
Gildea: Across DTC pharma, campaigns are increasingly shifting toward more inclusive, purpose-driven approaches that reflect real patient experiences. There’s a growing emphasis on clear, approachable language; culturally relevant storytelling and representation that helps reduce stigma and make health conditions feel more relatable and manageable.

At the same time, brands must use a mix of digital, streaming, traditional media and community-based outreach to reach people where they already are.

Yeztugo brings this shift to life by using culture and music, an inclusive tone and clear messaging, all of which helps position HIV prevention as normal and manageable rather than intimidating or taboo. The campaign is designed to meet people where they are—online, on TV, and within their communities—through a coordinated, multi-channel approach.

PE: How are Pharma marketing teams reaching patient populations with DTC campaigns?
Gildea: Pharma marketing teams are recognizing the need to connect with patient populations by grounding their DTC campaigns in accessible, culturally relevant messaging. When we meet people where they are, we can make them feel more comfortable speaking up and help bridge the gap between education, open conversation and action. That action is empowering people to talk with their healthcare providers about which HIV prevention option is right for them.

PE: How is the effectiveness of campaigns like this measured?
Gildea: Effectiveness can be measured by awareness, engagement and action. That means tracking quantitative data on how many people see the ad, visit educational sites like Yeztugo.com and engage with the campaign on social media.

Ultimately, the most critical impact measure is the behavioral shift towards patients proactively discussing their HIV prevention options with their healthcare providers. From a long-term perspective, we hope to reduce stigma while increasing trust and understanding across diverse communities.