• by Les Luchter , April 4, 2025

Following recent launches of D2C platforms from Eli Lilly's LillyDirect, Pfizer's PfizerForAll, and Novo Nordisk's NovoCare, a new research study finds that consumers coping with six specific conditions want pharma companies more involved in getting them the care and medicines they need through digital health solutions.

A large majority -- 81% -- of 414 adults with asthma, COPD, type 2 diabetes, heart disease, psoriasis or eczema told researchers in January that pharma companies should help provide such resources, which include patient portals, mobile health, wearable devices, online pharmacies and telehealth/telemedicine.

Results of the study, titled “ixInsights 2025: Pharma’s Role in Improving the Health Experience,” were released jointly this week by market research firm Ipsos and cloud-based health tech provider ixLayer.

According to ixLayer, that 81% figure for consumers seeking better resources aligns with research it conducted last year with DHC Group and Sermo. That earlier study found 83% of 140 U.S. physicians agreeing that at-home diagnostic tests “help move patients through the care continuum faster, leading to earlier diagnosis and treatment to support better health.”

In the new patient research, 62% of respondents reported having used at-home diagnostic testing in the past year, 65%, wearable devices for health; 67%, pharmacy delivery services; 82%, telehealth platforms for virtual consultations; and 92%, patient portals.

Indeed, 77% of those surveyed agreed that digital health solutions have helped them maintain better communication with their healthcare providers, and 73% see it as a cost-effective way to maintain their health. However, 50% have had to use multiple platforms, and 27% report having had technical difficulties.

Nearly four in five respondents (78%) said the ability to consult with health care professionals either virtually or in person would improve their perception of pharma, the same percentage that said at-home testing kits or easier access for lab testing would do so, and just above 77% who cited secure options for sharing health data.  All were less important, though, than acceptance of insurance coverage, cited by 83% of respondents. 

When asked which services they’d be likely to use, the ability to consult with health care professionals either virtually or in person  led with 83% of respondents.. These were followed by: secure options for sharing health data, 79%; at-home testing kits or easier access for lab testing, 78%; and digital pharmacy services, 74%.

“Patients are seeking more support from pharma,” declares one of the report’s pages, which highlights that only 16% of respondents strongly agree that “pharma firms are patient-centric and prioritize my needs and preferences.”

“It is crucial for all stakeholders to focus on integrating and developing tools that put patients at the core,” added Chareen Lim, senior vice president of Ipsos Healthcare. “The journey towards a seamless patient experience is ongoing, and this study shows there are ample opportunities to innovate and improve within this young and dynamic sector.”