By Meghan McNally
VP of Integrated Marketing
Health Union

One of the biggest opportunities we see at Health Union is the untapped potential of integrating direct-to-consumer (DTC) and healthcare professional (HCP) messaging. This approach not only aligns with evolving pharma industry needs, but also addresses a growing demand for cohesive, parallel messaging that reaches both audiences in tandem.

Over the past year, we’ve seen increasing buzz in pharma marketing about the need to break down silos between patient-focused and provider-focused campaigns. Historically, DTC efforts have operated independently from HCP strategies, often missing the chance to create a unified narrative. However, as healthcare decision-making becomes more collaborative—with patients playing an active role in treatment discussions and providers seeking more informed patients—the case for integrated messaging has never been stronger.

At Health Union, we’re leaning into this collaborative approach. Our 2024 acquisition of HCP data company Adfire Health is a testament to our belief in the power of connecting DTC and HCP audiences through integrated, omnichannel media solutions. This strategic move enables us to deliver cohesive messaging that not only educates and empowers patients, but also provides healthcare professionals with the information they need to support better outcomes.

Evolving the Media Mix

In 2025, we anticipate changes in how pharma leverages key channels to reach these audiences. Digital advertising will remain a cornerstone of the media mix, of course, but its execution will evolve. Programmatic and advanced audience segmentation will allow for greater precision in reaching patients and HCPs with complementary messaging.

Social media – still incredibly valuable for patient engagement – is increasingly shifting toward influencer marketing and micro-targeted campaigns. This allows pharma brands to build trust with patients through authentic voices in their patient communities – meeting them right where they are online. For HCPs, platforms like LinkedIn will continue to grow in prominence as professional networking and thought leadership hubs. We also see increased value in reaching HCPs in their “blue jean moments” when they are out of the office and engaging online with news, content, and other social platforms.

We also see the power of value-driven content marketing. Both patients and HCPs crave resources that are not only informative but actionable. By leveraging insights from our robust patient communities and combining them with Adfire Health’s expertise in HCP media, Health Union is uniquely positioned to deliver content that bridges the gap between treatment education and decision-making.

Pharma Marketing’s Opportunities Ahead