Pharmaceutical brands are increasingly shifting from traditional DTC approaches to more patient-centric DTP models due to persistent regulatory uncertainty and significant access barriers3.
Recent regulatory scrutiny has intensified, with proposed legislative attempts to further restrict DTC advertising, but a complete ban remains unlikely; current guidance from FDA remains cautious, especially after leadership changes at the Office of Prescription Drug Promotion (OPDP)21.
Despite heavy DTC investment, pharmaceutical companies face decreasing returns, as increased advertising has not improved prescription conversions at the pharmacy counter. This is largely attributed to growing formulary restrictions (up 37% since 2024), higher utilization management hurdles, and rising out-of-pocket costs for patients3.
Nearly 1 billion written prescriptions go unfilled annually in the US, with 27% of prescriptions abandoned due to payer rejections and patients' inability to afford medication, highlighting a fundamental disconnect between DTC-driven demand and actual patient access3.
Emerging GTM models emphasize a blend of multi-channel fulfillment (including local, specialty, and direct pharmacy options) and enhanced transparency, especially as patients navigate from pharma websites to telehealth or pharmacy platforms4.
Pharma marketers and agencies are urged to anticipate slower regulatory feedback and inconsistent enforcement, necessitating greater self-regulation and scenario planning to mitigate risk and maintain compliance12.
Artificial intelligence and data analytics are being leveraged to improve both the efficiency of creative approval processes in DTC and the targeting/personalization capabilities of DTP, aiming to better connect patients to appropriate therapies while preserving regulatory standards14.
Sources:
1. https://butlertill.com/post/dtc-national-2025-reframing-the-role-of-direct-to-consumer-marketing-in-patient-centered-innovation
2. https://www.dtcperspectives.com/dtc-advertising-ban-2025-report/
3. https://www.fiercepharma.com/sponsored/dtc-vs-dtp-regulatory-uncertainty-access-challenges-drive-new-go-market-models
4. https://thedhcgroup.com/wp-content/uploads/2025/04/State-of-DTP-in-Pharma-POV-DHCG-April-2025.pdf