HealthPopuli Highlights ixlayer and Ipsos Findings on What Patients Expect from Pharma
In a recent article, HealthPopuli explored key findings from ixInsights 2025: Pharma’s Role in Improving the Health Experience, the joint study from ixlayer and Ipsos that examines what patients managing chronic conditions want most from pharmaceutical companies.
The takeaway: patients now expect the same seamless, personalized experiences from healthcare that they already enjoy in retail and other digital environments.
“People have tasted the convenience and respect they feel from well-designed, streamlined omnichannel retail experiences, and they now expect this from healthcare,” writes HealthPopuli.
The article highlights that four in five patients (81%) believe pharma companies should provide resources that help them access both care and medication—a clear signal that traditional DTC approaches must evolve into integrated, digital-first patient experiences.
As ixlayer Co-founder and CEO Pouria Sanae explained, this growing expectation represents an “expansion of DTC initiatives and services,” made possible through digital technology.
Patients also noted that fragmented experiences remain a challenge, with half reporting the need to use multiple digital platforms—such as telehealth portals, pharmacy delivery sites, and wearable tech apps—to manage their care.
HealthPopuli summarized the study’s four main challenges for biopharma leaders seeking to improve the patient experience:
- Communication
- Convenience
- Care support
- Access barriers
The article underscores the same theme at the heart of ixlayer’s work: patients now define “good healthcare” through the lens of digital experience, and pharma must evolve accordingly.
Read the full article on HealthPopuli: https://www.healthpopuli.com/2025/04/03/how-biopharma-can-play-in-consumers-experience-economies/
About ixlayer
ixlayer has the only end-to-end, direct-to-patient platform built for biopharma and optimized for patient choice. We help biopharma companies connect with patients from testing to treatment with speed, transparency, control and impact.
