91% of doctors say pharma advertising improves patient condition awareness and proactive health management

October 10, 2024 — New York, NY — MAGNA, the media intelligence and investment unit of IPG Mediabrands, today announced a new study in partnership with DeepIntent, the health advertising platform, that explores the impact of pharmaceutical advertising beyond its traditional role of promoting medications. The MAGNA Media Trials study – “Beyond the Prescription” – reveals how pharma ads influence patient behavior, improve health management, and offer untapped opportunities for brands.

The proprietary research surveyed over 1,100 patients and 1,000 doctors across various specializations to uncover the far-reaching effects of pharmaceutical messaging. Key findings demonstrate that pharma ads do more than just raise awareness of treatment options—they actively increase patient health intelligence, shape behavior, and improve health outcomes.

Key Insights from the Study Include:

• Increased Awareness: 63% of patients reported learning about new medications through pharma ads, with this figure holding steady across generational lines, including 61% of Gen Z and 62% of Millennials.
• Health Condition Discovery: 55% of respondents credited pharma ads with helping them discover new health conditions, with 62% stating they would have missed out on learning about a condition affecting them or someone close if not for the ads.
• Condition Management: 54% of patients said pharma ads have helped them better manage existing health conditions, and 61% noted their overall understanding of their condition would be less comprehensive without these ads.

Doctors surveyed overwhelmingly agree with these patient outcomes. Nearly all (92%) noted that pharma ads increase patient awareness of treatment options, with 91% affirming that these ads improve patient understanding of their condition and encourage more proactive health management.

“This research shows that pharma ads truly have the potential to be much more than promotional tools and can be pivotal in helping people manage their health and discover new conditions. It’s incredibly valuable to find data that supports that brands can utilize their ads to build trust and create a more significant impact on patient outcomes,” said Melissa Gordon-Ring, Global President at Mediabrands Health, the center of excellence driving industry impact and integrated, scalable solutions for clients in the healthcare space.

The study also highlights demographic variations, revealing that younger generations, multicultural audiences, and parents trust and benefit most from pharma ads. These groups are more likely to discover new health conditions or improve the management of existing ones through exposure to pharmaceutical messaging.

Opportunities for Brands
The report underscores the need for pharma companies to build greater trust with consumers, particularly by incorporating real patient stories and transparent, patient-centered messaging. Trust is a critical driver of ad receptivity, and those who trust pharma ads are more likely to benefit from them.

“Pharmaceutical advertising has the potential to transform patient experiences, yet many brands overlook the significance of developing messages that resonate across different demographics,” said John Mangano, Chief Commercial Officer at DeepIntent. “DeepIntent’s research confirms that by embracing a more nuanced understanding of patient needs, brands can unlock greater engagement and drive meaningful health outcomes. MAGNA’s “Beyond the Prescription” research presents a roadmap for brands to engage with diverse audiences more effectively, providing opportunities to enhance both brand loyalty and patient health outcomes through relevant, trustworthy advertising.”

Click here to view the full report.

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About MAGNA
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation, and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com and follow us on LinkedIn and Twitter.

About DeepIntent
DeepIntent is the health advertising platform marketers trust to drive effective campaigns. Purpose-built for healthcare and privacy-safe, the DeepIntent platform unites media, identity, and clinical data to produce industry-defining health intelligence. Consistently proven to deliver real-world results based on real-time optimization, the DeepIntent platform powers more than 600 pharmaceutical brands and all the leading healthcare agencies to innovate, differentiate, and reach their audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. 

Press Contacts
Jazmin Brooks
[email protected]
IPG Mediabrands / MAGNA

Chris Shattuck
[email protected]
404-502-6755
FINN Partners on behalf of DeepIntent