• by Jan Weinstein , April 1, 2025

Jan Weinstein, EVP Media from Publicis Health writes “One prescription filled requires a decision by at least two stakeholders. It is critical that we think about how to connect the two audiences for optimal success.”

Pharma is the only industry where 1+1 doesn’t equal two. What I mean by this is one prescription filled requires a decision by at least two stakeholders. A patient MAY ask for a prescription. An HCP MUST write. The patient MUST fill and ideally, continue their relationship with their HCP to stay on therapy, assuming it effectively helps their medical issue. In this way, pharma marketing as an equation is at least 1+1=1, not contemplating of course the roles of payer and access as well. 

It is critical that we, as marketers, not only support HCP and DTC audiences but to also think about how to connect the two audiences for optimal success.

There are several reasons why this can be challenging to connect across silos:

•  Separate marketing budgets

•  Separate brand teams

• Different creative agencies

•  Different media agencies

• And, at the core, lack of communication between stakeholders for patient (DTC) and prescriber (HCP)

I have worked in all models – integrated media, integrated media and creative, different DTC and HCP media agencies and creative agencies. 

Regardless of the model implemented by the client, I want to share some guiding principles that I have seen lead to success.

1. Start with the condition and prescriber/patient interaction. Is this one that will be diagnosed via routine testing or testing based on an issue experienced by the patient? 

Will diagnosis and potential treatment be based on a patient proactively telling the doctor how they are feeling, or will the doctor proactively be asking the patient about symptomology? Each situation requires a coordinated approach and potentially an expanded focus on DTC or HCP. One tactic to deploy here is use of common language in the patient and physician creative, linking their experiences. Therefore, when the patient mentioned “tender spots”, the prescriber linked the symptom to a potential solution. Discussion guides can serve a similar role in connecting the decision makers.

2. Foster regular (and detailed) communication between all stakeholders. Despite being on different teams and sometimes at different agencies, we all have the same goal – positive outcomes for patients. The more comfortable we feel sharing information, the more we can drive a cohesive plan to meet our goals. Get comfortable sharing results and ideas. 

3. Think about marketing holistically. Prescribers are also people. We need to reach them in both their “white coat and blue jean moments”. Our prescribers are seeing the DTC campaigns we run. Think about looking at and perhaps amping up search for HCPs when the DTC ad appears in content HCPs consume, for example.

If we keep our focus on our goals, I believe that integration should be table stakes. It might not always be easy but I know from experience that integrated communication across teams, and even agencies always results in stimulating discussions, new ideas and stronger outcomes.  

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