How Can We Foster Collaboration Across the Healthcare Ecosystem to Optimize DTP?

In this Pharmaceutical Executive video interview, Angela Tenuta, President, Full Service Agencies, at EVERSANA INTOUCH, explores the findings of their study What Matters Most: The Trends That Will Shape Pharma Marketing In 2025. Tenuta emphasizes the importance of embracing AI as an innovation and highlights specific examples of how AI is being used to improve efficiency and effectiveness in marketing campaigns. The discussion also discusses the ethical considerations associated with AI, particularly regarding patient privacy and data security. The conversation also touches on the growing importance of direct-to-patient (DTP) models and the challenges and opportunities associated with globalization in healthcare, emphasizing the need for cultural sensitivity and adaptability in global marketing campaigns to effectively reach diverse audiences.

An importance of integrating various healthcare professionals for the Direct-to-Patient model to succeed is highlighted in your study. Can you elaborate on some of the challenges and strategies for fostering collaboration between different industry groups and pharma companies?

The beauty of the whole industry is we are not marketing Coca Cola. We are marketing medications that help the world be more healthy, and live safer, healthier lives. So, all of our intentions are to get patients to drug faster and to connect the dots, and that's amazing. Some brands jump in more than others, like I said, But the challenge really is to look carefully at every product and every batch of the rules under each pharma company house and determine whether it's a fit for something like this. It's not for every condition you if you compare an industry like banking, where 10 years ago, the percentage of people using online banking is nowhere near it is today, Pharma is really in a similar space.

So, we have this opportunity to go figure out the places you're not going to do DTP for oncology. You're not going to do DTP for a disease that impacts juveniles’ populations. You're going to do it in places to start where it can be your more empowered patients taking the steps they need to put the power in their own hands. And also, it does have a huge link over to health equity, because there are a lot of patient groups that don't have necessarily the access, but they are empowered about their health, and they do want to get on treatment and stay on treatment. So, to me, it's just a matter of finding the right zone and then using all of the tools of transformation and collaboration and top-down mandates to get the work done.