The Future of Pharma Advertising: A Content-First Approach
PharmaLive | June 11, 2025 | By Michael Bracco, Director of Sales Ops, Pharma, Nativo
Senators have introduced a bill that would prohibit consumer drug ads, echoing calls made earlier by HHS Secretary Robert F. Kennedy Jr. while on the campaign trail. Whether or not the bill succeeds, the idea has the support of the majority of Americans. Taken together, these two facts are sending a clear message to pharma advertisers: Whether by force or voluntarily, it’s time to think differently about how information about prescription drugs is being communicated in the U.S.
For years, TV spots have served as the cornerstone of U.S. pharmaceutical advertising – high-production, emotionally driven narratives designed to grab attention in a matter of seconds. But attention alone does not lead to engagement, trust, or action. These ads might tell a brief story, but they rarely provide the depth of information patients and caregivers need to make truly informed healthcare decisions.
Pharma brands must take the (not-so-large) leap into digital content distribution at an individual level to create stronger, more meaningful connections with patients and caregivers. Here’s why.
From macro to individual-level engagement
Traditional TV ads cast the widest net possible, hoping the right audience sees and – even more importantly – remembers them. But a content-first, digital approach allows brands to tailor messaging to meet patients at specific points in their healthcare journey with information that is relevant, educational, actionable, and memorable. The patient journey is non-linear, and having a 360-degree view of where patients are and what touchpoints are most important will be of paramount importance moving forward.
From mass messaging to precision targeting
That said, how can pharma connect with individuals in a privacy-safe way? Without third-party cookies, pharma brands need new ways to reach the right patients and caregivers. By distributing educational, brand-safe content across contextually aware digital platforms, brands can connect with the right audience in the right environment – without relying on invasive tracking. The list of states that are tightening their privacy has steadily increased, meaning reaching the right patients will continue to become a larger challenge; creating audiences that are based on content engagement futureproofs pharma marketing.
From passive awareness to active decision-making
The passive nature of TV ads means most viewers absorb a brand name but retain little else. In an era where public opinion of pharma brands is steadily declining, a content-driven approach can help improve trust. Whether it’s an article on disease awareness, a video explaining how a treatment works, or patient testimonials, engaging content encourages deeper consideration and builds credibility. For example, Genentech and Novartis recently paired up to increase education surrounding food allergies, highlighting how better information benefits both patients’ and caregivers’ lives.
From short-lived campaigns to sustained engagement
Today, TV spots air for a set amount of time and then vanish. Content marketing offers longer-term value. A well-distributed, informative article or video can continue driving organic engagement, patient education, and healthcare provider connections long after a traditional ad would have disappeared. Consider, for example, Novo Nordisk’s Ozempic Era campaign, which highlights celebrity and patient stories through online video. This campaign sets the foundation for an omnichannel patient-centric campaign that evolves and features relatable content, including real-life stories from some of the 38 million adults living with Type 2 diabetes in the U.S. Furthermore, the brand’s content-driven approach is helping to build brand recognition, loyalty, and trust across touchpoints throughout the patient journey.
The best part? The content already exists.
Pivoting from a TV-centric strategy to one focused on content-driven ads and distribution isn’t as big of a pivot as some advertisers might fear. There is a wealth of knowledge and information hidden on pharma brands’ sites – places few patients or caregivers venture on their own. Existing TV spots and social media content can often be repurposed and enhanced in a way that resonates across a wider array of platforms. When brands go looking, they’re often surprised how many pre-approved assets are perfect for contextually relevant distribution at scale.
Pharma brands don’t need to wait for a legislative crackdown to rethink their ad strategies – the writing’s already on the wall. Consumers are craving substance over sunsets and information over interruption. They want to understand how treatments affect them, not watch another beach scene while a list of side effects drones over it.
The opportunity is clear: It’s time to shift from mass TV ads to content that meets patients where they are – relevant, personalized, and easy to engage with. The assets are already there. It’s time to turn them into campaigns that actually connect.
