As healthcare grows more patient-driven, pharmaceutical advertising is increasingly vital. Ads aren’t just about promoting medication. They empower patients, spark and inform critical conversations, and help make healthcare more accessible for everyone.
Research from MAGNA Media Trials and DeepIntent underscores how influential ads are and why patients and doctors value them so much. Surveying over 1,000 patients and 1,000 physicians, our research shows that, with the right approach, healthcare marketers can leverage ads to make healthcare more accessible, inclusive, and effective.
From Awareness to Action
Pharma ads do more than introduce products—they prompt consumers to reflect on their health in new ways, helping them recognize symptoms, learn about conditions, and discover treatments they may have never considered. The numbers speak for themselves:
Conventionally, pharma ads are often thought to be most helpful in reaching older consumers. However, the research shows 61% of Gen Z consumers and 62% of Millennials said pharma ads introduced them to new treatment options.
With patients of all ages using pharma ads to better understand their health, it’s more important than ever for pharmaceutical advertisers to get messaging right. The right message, delivered to the right person at the right time, can encourage people to take proactive steps toward managing their health and well-being.
Doctors See the Value, Too
It’s not just patients who find pharma ads so valuable—doctors also resoundingly believe in their power. They say that ads are essential in improving patient awareness and understanding.
When patients come to their appointments equipped with knowledge and questions, they engage more actively in their healthcare journeys. This yields better adherence to treatment plans and improved long-term health outcomes.
The Trust Factor
For ads to make a true impact, they must earn patients’ trust. To do that effectively, ads need to be relevant. Right now, there’s a great deal of work to be done:
- Only 31% of patients report trusting or highly trusting pharma ads.
- 55% of patients say the pharma ads they see are not relevant
The more patients trust pharma advertising, the more likely they are to act on and benefit from the information provided. Patients desire more transparency, authenticity, and representation in the ads they see. Real patient testimonials, relatable storytelling, and diverse representation can go a long way in strengthening engagement and credibility.
How to Make More Relevant and Impactful Pharma Ads
To maximize impact, pharmaceutical advertisers should focus on relevance and personalization.
- Patients most highly value ads that address their specific health concerns and conditions.
- Aligning messaging between patients and HCPs strengthens credibility and trust.
- Increasing diversity and representation in pharma ads ensures that more people feel seen, heard, and understood.
Pharmaceutical advertising matters more today than ever before because patients are taking a more active role in managing their health, and they expect information that is both relevant and accessible. With the rapid advancement of precision marketing, pharma ads can reach relevant audiences like never before—ensuring that patients and providers have the knowledge they need to make informed decisions. As digital health tools and data strategies evolve, the ability to deliver highly personalized, impactful messaging will only grow, making pharma advertising an increasingly critical driver of awareness, engagement, and better health outcomes.
For a deeper dive into the full impact of pharma advertising—including more insights, detailed statistics, and key takeaways—explore the full research report.