The rise of direct-to-patient marketing is reshaping the pharmaceutical landscape, but trust between patients and providers remains essential, said Brad Bacon, vice president of commercial product at Healthgrades. In an interview with Fierce producer Chris Hayden, Bacon noted that while new digital channels allow brands to connect directly with patients, objective platforms that help people discover care and build confidence are critical to bridging trust gaps.
Bacon highlighted Healthgrades’ role as the largest patient-provider marketplace, offering reviews, comparison tools and resources to address barriers such as cost, proximity and language. He also described how Healthgrades connects patients, providers and brand messaging to support more informed conversations at the point of care. Looking ahead, Bacon said that while technology and communication tools will evolve, the core relationship between patient and provider will remain “the beating blue heart” of healthcare. Watch the full interview for more of his insights on the future of pharma marketing.
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