I could argue strongly that patients have changed how they make healthcare treatment decisions based on what happened over the last three years. Research found that 61 percent of participants trusted the pharmaceutical sector, but despite this increase, the pharma sector is the least trusted subsector of healthcare. The question then becomes, “do people trust DTC marketing?”.

According to Vox, “most consumers in the United States know the names of a litany of pharmaceuticals they’ll never come into contact with or need, thanks to the commercials that fill our airwaves day in and day out. Drugmakers spend some $6 billion on direct-to-consumer advertising each year. The ultimate goal is for some people to visit the doctor and ask about them.” But the number of people is getting smaller.

Advertising is meant to “sell” your product, but the pharma industry is unique because people don’t just see an ad for a prescription drug and run to their doctor. There is a path between awareness and asking for/receiving an Rx. It’s more than just about understanding; it’s about being relevant to the needs of online health seekers.