ixInsights 2025: Unpacking the ixlayer & Ipsos report

As digital transformation accelerates across healthcare, patients are becoming increasingly discerning about how – and from whom – they expect meaningful support. The 2025 ixInsights report, commissioned by ixlayer and conducted by Ipsos, sheds light on the evolving expectations patients have for their digital health experience, and, critically, the role biopharma companies can play in enhancing it.

Based on survey responses from 414 U.S. adults living with chronic conditions such as asthma, COPD, type 2 diabetes, heart disease, psoriasis, and atopic dermatitis, the study outlines both the opportunities and challenges facing the industry. The data is especially relevant to those working in pharma marketing, digital strategy, and patient engagement.

A Digital Shift That’s Now Table Stakes

The survey found that digital health tools are no longer “nice to have” – they are expected.

• 92% of respondents report using patient portals

• 82% have accessed telehealth platforms

• 67% utilize pharmacy delivery services

• 86% of those who interacted with healthcare in the past year used at least one digital health solution

Satisfaction with digital tools hinges on three primary factors: convenience (68%), improved communication (55%), and faster access to care (44%).

Yet, despite growing adoption, one in four patients still avoid seeking care because it’s inconvenient, underscoring persistent systemic barriers.

The Fractured State of Digital Healthcare

Digital health may be widespread, but it’s far from seamless. Fragmentation is a top concern:

• 50% report needing to use multiple digital tools to manage their care

• 27% experience technical issues

• The #1 reason for dissatisfaction? “Too many platforms.”

Patients clearly voiced a desire for integration—91% say they would find value in a single, consolidated solution that offers services like virtual visits, pharmacy delivery, lab testing access, medication adherence support, and education.

One respondent noted:

“I’d like a centralized site that encompasses multiple tasks.”

This frustration with disjointed digital care is matched by a broader perception: patients feel healthcare tech still lags behind other industries in ease of use.

What Patients Want—and Expect—From Biopharma

The role of pharmaceutical companies is under scrutiny. While only 16% of respondents believe pharma companies are currently patient-centric, 81% agree they should be providing resources that improve access to care and medications.

Patients expressed clear expectations of pharma involvement in digital health solutions:

• 75% want patient assistance and affordability programs

• 69% want easier access to lab testing (e.g., home kits, simplified scheduling)

• 64% expect pharma to support telehealth connections

When pharma provides these services, perception shifts dramatically—up to 83% of patients say their view of a company improves if it offers insurance support, virtual consultations, and digital pharmacy tools.

Different Generations, Different Motivations

Age group segmentation revealed meaningful differences in digital health priorities:

• Boomers and Gen X prioritize lab testing access and information management

• Millennials favor personalization, streamlined medication access, and flexible care models

For pharma marketers and digital teams, these insights underscore the importance of tailoring both messaging and functionality by generation. One-size-fits-all won’t cut it.

Final Thoughts from solli

The 2025 ixInsights study makes one thing clear: pharma is not just part of the healthcare delivery ecosystem – it’s increasingly expected to be a leader in shaping the digital health experience.

For those in the pharma media space, this presents a dual challenge and opportunity:

• Challenge: Overcome historic trust gaps and meet complex, diverse patient needs in real time.

• Opportunity: Become a cornerstone of the digital health experience by delivering integrated, empathetic, and accessible solutions.

The stakes are high, but the pathway is visible. As one respondent succinctly put it:

“If the technology would help with my anxiety and get me tested faster, I would use it – even from pharma.”

Now, the onus is on the industry to deliver.

To read the full report click here.