DTC Marketing

The price adjustment to the popular GLP-1 agonist is part of an ongoing effort to expand access to patients with obesity by making medicines more affordable.

As affordability, access, and transparency reshape U.S. healthcare, manufacturers are rapidly redefining direct-to-patient drug distribution as a core strategic capability, one that demands fully integrated, data-driven platforms to secure control, competitiveness, and long-term value creation.

As leading drugmakers launch direct-to-patient platforms with steep discounts and digital care bundles, a new channel dynamic is emerging that gives manufacturers greater control of patient engagement while redefining, but not replacing, the strategic role of traditional wholesalers.

The booming obesity drug market is redefining prescriber influence, with nurse practitioners and physician associates emerging as key decision-makers that life sciences marketers can no longer afford to overlook.

As the three models converge, expect a bigger role for sales reps, minimal impact on incentive compensation, and a boon to the healthcare system.

As the pharmaceutical industry moves beyond rule-based omnichannel marketing, a new era of agentic systems is emerging, in which AI-powered agents collaborate with humans to orchestrate engagement, accelerate decision-making, and maintain regulatory compliance in real time.

A look back and ahead at the growing trend—sparked recently by the GLP-1 trail—and new ways to harness this Rx access channel for positive outcomes.

Krishna discusses why the time was right to take the marketing directly to the patients.

The intersection of artificial intelligence and direct-to-consumer advertising presents unprecedented opportunities and evolving challenges as regulations and technologies reshape the biopharma landscape.

The bill is in line with comments RFK Jr. has made about this form of advertising.

Starting July 7, 2025, the two highest doses of Zepbound will be available for a flat price of $499 per month, with shipments beginning in August.

The agent, named eVa, can replace multiple tools for marketers.

The project is being developed in partnership with Insulet Corporation.

The Care Collective will provide marketing opportunities for tv, streaming, and digital platforms.

The move comes as FDA’s grace period for compounded GLP-1s comes to an end.

As the FDA’s ban on mass compounding of semaglutide takes effect, Novo Nordisk introduces discounted pricing and new patient resources to ensure safe access to Wegovy.

The ad is the latest DTC content from SK Life Science.

Supernus Pharmaceuticals’ campaign aims to raise awareness about issues women face even getting diagnosed with ADHD.

The film tells the story of a family impacted by the disease and shares the importance of checking to make sure that children are vaccinated against all strains.

Sonam Dubey, a partner at Beghou Consulting, discusses the potential impact of a possible ban on direct-to-consumer advertising amid policy and government agency overhauls in the US.

The I LUVY YA for The Long Haul campaign features stories about the emotional impact of the disease.

The line-up consists of supplements to meet the health needs to patients taking GLP-1 medications for weight loss.

eHealth’s latest survey reveals Americans give the nation’s healthcare system a low grade and are open to significant changes.

Jennifer Butler, chief commercial officer of Pleio, discusses misinformation's threat to public health, where patients are turning for trustworthy health information, the industry's pivot to peer-to-patient strategies to educate patients, and more.