Beyond the Prescription: How Pharma Ads Impact

Pharma advertising in the US has traditionally focused on promoting specific medications, but a new study from MAGNA and DeepIntent explores whether these ads have a broader impact on patient awareness, health decisions, and outcomes. The Beyond the Prescription report surveyed over 1,000 patients and healthcare providers, uncovering how pharma messaging not only raises awareness but also empowers patients to take a more active role in their health management. As healthcare marketing becomes increasingly digital and data-driven, understanding the full impact of these ads is more crucial than ever.

In this article, we’ll explore the key findings from the report, which shed light on the influence of pharma ads across different demographics, their role in patient empowerment, and the potential for building greater trust and relevance in healthcare advertising.

Pharma Ads: An Educational Resource

The report found that 63% of patients learned about medications they were previously unaware of through pharma ads, proving that these ads serve as more than just brand-building tools—they play an educational role too. This is especially true for younger generations, with 61% of Gen Z and 62% of Millennials reporting they discovered new treatment options via pharma advertising.

In fact, 29% of patients consider pharma ads one of their primary sources for learning about new health conditions and treatments. This indicates a opportunity for pharma companies to expand their educational...