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ixlayer Survey Reveals 94% of Pharma Leaders Currently or Plan to Run Direct-to-Consumer Programs Within the Next Year
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Key Takeaways
- 94% of pharma leaders are involved in or considering DTC programs, with 43% currently running them.
- Traditional healthcare experiences are seen as reducing DTC effectiveness, prompting a shift towards action-oriented marketing.
Pharma leaders embrace direct-to-consumer strategies, with 94% exploring DTC programs to enhance patient experience and accelerate treatment access.
The survey displays the industry leader’s belief in direct-to-consumer models with only 6% of surveyed leaders not having any plans for a DTC program.
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ixlayer announced the results from its survey of pharmaceutical industry leaders, conducted in partnership with Digital Health Coalition, revealing that 94% of pharma leaders are running, planning, or assessing direct-to-consumer (DTC) programs. The survey results underline the model’s increased popularity within the industry, yet 82% of surveyed leaders claim the traditional health care experience reduced the effectiveness of their DTC spending, resulting in an increased need for marketing strategies moving beyond awareness to action.
"This survey found that half of pharma leaders believe DTP will be standard practice within five years. That's not a far-off future that's tomorrow. The companies that adapt their playbooks now will be the ones shaping the patient experience, building loyalty, and accelerating time to treatment," said Debra Harris, head of marketing at ixlayer.
What were the other key findings from the survey?
The survey revealed that 43% of pharmaceutical industry leaders are currently running DTC programs, 30% are planning to launch a DTC program within the next year, and 21% are actively exploring options.1 Additionally, the results showed that just 6% of pharma leaders had no plans for implementing a DTC program, with 45% of survey participants claiming legal concerns and compliance as the biggest drawbacks to adopting a DTC model. The survey also revealed pharma leaders’ belief that accelerated time to treatment is the one potential defining success of DTC programs.1
Over the last 15 months, ixlayer has conducted surveys on patients, physicians, and now pharma leaders. The findings from ixlayer’s patient survey revealed that patients are seeking easier access and less barriers to healthcare along with requesting tools to assist their navigation of the healthcare system. ixlayer’s physician focused survey results yielded validation of the clinical quality of digital-first tolls such as at-home diagnostic tools.
According to ixlayer, the common solution suggested by all three groups of stakeholders in healthcare was direct-to-patient solutions designed to feel simple and seamless for patients to use regardless of their physical location.
“The common thread is direct-to-patient solutions that feel simple and seamless for the patient, whether that's remote or in-person–with diagnostics that connect back to their doctor (or help them find one) and make pharma marketing initiatives more actionable. When implemented right, DTP drives better health outcomes.”1
Matthew Walsh, GM, Biopharma at ixlayer, touched on the topic, saying, "We've seen what happens when direct-to-patient solutions are built the right way. In a recent Type 1 diabetes program, every patient screened remotely who had multiple markers for the condition indicating high-risk was contacted by a physician within 12 hours. That's the kind of impact that turns marketing into measurable health outcomes."
Sources
- New ixlayer Survey Finds 73% of Pharma Leaders Are Running or Planning to Launch a DTP Program in the Next Year, and Half Say DTP Will Be Standard Practice Within Five Years ixlayer September 25, 2025 https://www.prnewswire.com/news-releases/new-ixlayer-survey-finds-73-of-pharma-leaders-are-running-or-planning-to-launch-a-dtp-program-in-the-next-year-and-half-say-dtp-will-be-standard-practice-within-five-years-302567022.html
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