DTP Trends Pharma Research

DHC Group has completed a DTP Trends industry survey of pharma leaders conducted in partnership with ixlayer and Klick Health, revealing both strong adoption momentum and persistent challenges. According to the survey, 94% of pharma leaders are currently running, planning, or exploring a direct-to-patient (DTP) program, underscoring the model’s rapid rise across the industry. At the same time, 82% say the disconnected and fragmented traditional healthcare experiences have reduced the effectiveness of their DTC spend, pointing to the urgent need for marketing strategies that move beyond awareness to action.

During a September webinar, we shared insights from the research and explored current approaches to direct-to-patient programs—how they’re being implemented, measured, and optimized—to help identify innovation opportunities that can improve patient health outcomes across the industry. The webinar also featured insights from industry experts, including Matt Walsh (General Manager, BioPharma, ixlayer), Andrew Smith (VP of Consulting, Klick), and Chuck Sachs (Director, US Commercial Innovation, AstraZeneca)

Couldn’t attend? Watch the webinar on demand and download the full slide packet to review our key findings and recommendations.