After Awareness: Turning DTC Marketing Into Actionable DTP Experiences
For decades, direct-to-consumer (DTC) marketing has been a mainstay in pharma. From television ads to patient-focused websites, the goal has always been the same: raise awareness. But awareness alone won’t get patients screened, tested, or treated. In today’s healthcare environment, the gap between “knowing” and “doing” is where opportunities, and patients, are lost.
That’s why a shift is underway. Forward-looking pharma companies are evolving their DTC awareness campaigns with direct-to-patient (DTP) programs to connect the dots between education and action. This change is a strategic imperative for brands that want to build trust, drive impact, and stay competitive in a crowded market.
Direct-to-patient programs have moved beyond the pilot phase, they’re now a proven strategy. In a new Q3 2025 survey from ixlayer and The DHC Group, nearly three out of four pharma leaders (72.7%) said they are running or preparing to launch a DTP initiative within the next year. Fully 94% of those surveyed said they have already launched, are planning to launch or are actively exploring DTP Programs.¹ The message is clear: patients want simpler, more connected care journeys, and pharma is stepping up to deliver them.
Awareness Without Action Is No Longer Enough
Traditional DTC campaigns excel at building name recognition and highlighting disease awareness. But too often, the patient journey stalls. ixlayer’s Q3 2025 survey of pharma executives revealed that 82% agree that disconnected/fragmented healthcare experiences reduce the effectiveness of their DTC ad spend. 76% specifically cited prior authorization requirements as a factor and 53% cited product accessibility.² A TV ad or website may motivate someone to “ask their doctor,” but in practice, this step is fraught with friction:
- Patients may not have a primary care provider.
- They may delay scheduling an appointment.
- Insurance and access barriers often derail follow-through.
The result? Patients fall through the cracks and brands lose the opportunity to make an impact.
Another 2025 ixlayer survey of patients underscores this problem. While 81% of patients believe pharma should help them get care and medicine, only 16% actually view pharma as patient-centric today.³ Patients need more than awareness, they need actionable solutions.
Direct-to-Patient Programs: Awareness That Converts
This is where DTP programs come in. Where traditional DTC stops at awareness, DTP begins. Direct-to-patient programs create a bridge between marketing and healthcare delivery by giving patients direct access to the next step, whether that’s ordering a test, scheduling a telehealth appointment, or connecting with a provider.
The best DTP programs are:
- Seamless: Integrated digital experiences that reduce drop-off when patients switch platforms.
- Personalized: Tailored to condition-specific needs and patient preferences.
- Compliant: Built with safeguards that preserve independence between pharma and clinical decision-making.
Take screening programs as an example. In one initiative highlighted in ixlayer’s white paper, 50% of participants said they would not have been screened at all without access to the digital DTP platform.⁴ That’s not just incremental lift, it’s a clear sign that DTP turns intent into action.
Why This Shift Matters for Pharma
For brand marketers, the move from DTC to DTP represents more than a new tactic. It’s a chance to solve some of the industry’s toughest challenges:
- Reduce patient drop-off
Every additional barrier in the patient journey increases the likelihood of disengagement. By offering direct access to testing or telehealth, DTP programs minimize friction. - Accelerate time to therapy
A seamless DTP experience can help patients move from awareness to diagnosis faster—reducing delays that often span months or even years. - Differentiate in competitive markets
With many therapies competing for attention, brands that deliver a more patient-centric journey stand out. Data shows that 92% of patients would view pharma more favorably⁵ if companies delivered digital health solutions that simplify care. - Build long-term trust
Patients increasingly expect consumer-grade healthcare experiences. By meeting them where they are, pharma demonstrates it understands and respects their needs.
A Playbook for Building DTP Programs
So how should pharma leaders think about evolving their strategy? Here are three practical starting points:
- Start with education, but connect it to action.
Awareness is still essential, but it should be paired with a clear pathway to take the next step, whether that’s a screening kit, lab order, or digital consultation. - Design with compliance and choice in mind.
Compliance is not a barrier; it’s a trust-builder. Ensure your program provides multiple clinical pathways, maintains independence for providers, and limits data sharing to protect patient privacy. - Measure impact beyond impressions.
Move away from vanity metrics like ad recall or website visits. Instead, track how many patients take action: ordering a test, attending a visit, or completing a therapy initiation. That’s the real ROI of DTP.
The Road Ahead: Awareness + Action
The pharma industry is at an inflection point. Traditional DTC has reached its limits in a world where patients expect more control, more convenience, and more transparency. DTP offers the chance to meet those expectations while driving measurable business impact.
For brand leaders, the mandate is clear: awareness without action is no longer enough. The future belongs to those who design programs that move patients from interest to engagement, from hesitation to health.
It’s time to evolve from “Ask your doctor” to “Here’s your next step.”
¹Closing the Awareness Gap, ixlayer, October 2025
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³Meeting Consumer Expections with Direct-to-Patient Programs: The Next Imperative for Biopharma, ixlayer, March 2025
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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.
