Pharmaceutical companies are moving quickly to embrace direct-to-patient (DTP) programs as traditional commercial models face mounting challenges. Matthew Walsh, general manager of biopharma at ixlayer, told Fierce Pharma that field force and brand-centric marketing are less effective when overworked clinicians are difficult to reach and patients avoid care because of inconvenience. By linking awareness campaigns directly to actions—such as virtual visits or diagnostic tests—companies can remove barriers and encourage patients to engage in their health earlier and more effectively.
Walsh pointed to examples in Type 1 diabetes and dermatology where DTP programs helped patients access screenings and advanced therapies faster, reducing risks and cutting long wait times. A recent survey by ixlayer found that about 75% of pharma marketers are either running or planning DTP initiatives, despite compliance challenges. Walsh emphasized that the key to success lies in making healthcare interactions as seamless as online shopping or food delivery: “Keep it simple, make it easy.” Watch the full interview to hear more insights on how pharma can balance patient experience with business value.
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