Precision with Purpose: How Healthcare Brands Can Thrive Amidst Regulatory Uncertainty
This blog presents a summary of IQVIA’s broader point of view featured in the A Brave New World: State of the Industry series, which discusses current market dynamics affecting the life sciences industry. The full version is available here: Precision with Purpose - IQVIA.
By Luke Greenwalt, Vice President & Lead US Thought Leadership & Innovation at IQVIA and Andrew Burkus, Senior Director of Thought Leadership at IQVIA Digital
On September 9, the administration took a meaningful step toward fulfilling its campaign pledge by reaffirming its commitment to enforcing established standards for direct-to-consumer (DTC) pharmaceutical advertising, particularly in television, though not exclusively. Rather than signaling sweeping reform, the announcement reflects a shift toward heightened scrutiny and stricter compliance with existing guidelines. While the full scope of enforcement remains to be seen, outcomes may range from incremental guardrails to more substantive restrictions.
Backed by President Donald Trump, HHS Secretary Robert F. Kennedy Jr., and FDA Commissioner Marty Makary, the announcement marks a pivotal moment in how pharmaceutical companies engage with the public. The FDA’s formal statement outlines a proposed regulatory framework aimed at strengthening oversight of paid media, signaling a new era of accountability and transparency in healthcare advertising.
Read the full announcement here: FDA Launches Crackdown on Deceptive Drug Advertising | FDA
Advocates for the ban argue that direct-to-consumer (DTC) advertising has contributed to increased medicalization while placing corporate interests above public healthi. The FDA’s initiative to address the “adequate provision” loophole is positioned as a renewed commitment to transparency.
“Pharmaceutical ads hooked this country on prescription drugs. We will shut down that pipeline of deception and require drug companies to disclose all critical safety facts in their advertisingii.”
-Health and Human Services Secretary Robert F. Kennedy, Jr., September 9th, 2025
Although the proposal does not implement an outright DTC ban- likely to mitigate potential First Amendment legal challenges from the pharmaceutical sector and related industries- it signifies a substantial change in the way drug companies interact with the public through promotion. Much of the focus of industry reactions has been on the uncertainty of the future presence of pharmaceutical advertisements on television networks, which rely heavily on pharma ad revenue- with $5.15 billion in spend in 2024 aloneiii. As a result of this potential shift, life sciences companies and their respective media agencies need to rethink their outreach strategies.
Embracing Innovation through Data-Driven, Precision Marketing
Disruption can be a powerful catalyst for innovation. At the IQVIA Digital Innovation Summitiv, industry leaders emphasized the growing investment in digital channels, with pharmaceutical digital ad spend projected to exceed $23 billion in 2025—a 33% increase from 2022v.
As media consumption evolves, platforms like digital audio, podcasts, social media, and connected TV (CTV) have become central to modern marketing. These channels offer real-time analytics, dynamic optimization, and personalized storytelling at scale.
“This isn’t just about adapting to change—it’s about using change as a catalyst for smarter, more effective marketing.”
—Moira McKenna, Head of Identity and Media Partnerships, IQVIA Digital
This shift is not merely a reaction to Washington policy or digital trends. The rise of specialized therapeutics demands new communication strategies to reach smaller, targeted patient populations. Precision marketing is now essential for brands aiming to stay agile amid regulatory and policy changes.
Supporting Patients in a Changing Environment
Concerns around DTC advertising reform center on its potential impact on patient awareness and access to care. DTC campaigns—especially on high-reach platforms like linear TV—often serve as the first exposure to treatment options, including therapies for rare or stigmatized conditions.
Without these touchpoints, patients may delay seeking medical advice, particularly in underserved communities where healthcare access is limited. Public-facing disease education via mass media can be a vital tool for improving outcomes.
Even the FDA has acknowledged the value of responsible DTC advertising. In a November 2023 Federal Register notice, the agency stated: “Evidence shows that DTC ads inform important consumer decisions about healthcarevi.”
The report also noted that such ads prompt individuals to visit providers, ask informed questions, and engage in sensitive health discussions. When executed responsibly, DTC advertising empowers patients and supports shared decision-making.
Proponents argue that paid messaging enhances public awareness and encourages early engagement with healthcare providers, reinforcing the importance of maintaining these communication channels.
Closing the Medical Evidence Gap with HCP Personalization
The complexity of today’s pharmaceutical landscape—driven by orphan drugs, precision medicines, and specialty therapies—has increased the burden on clinical teams. In 2024, 72% of newly launched drugs carried an orphan designation (up from 51% in 2019), and specialty medicines accounted for 93% of all U.S. launchesvii.
“The medical evidence gap- defined as the space between what is known in literature and what is applied in clinical practice- continues to grow. Even the most experienced providers may not have immediate access to every relevant piece of information in a patient’s history or the latest research on a particular disease.”
—Dr. Christina Mack, Chief Scientific Officer and SVP, Applied AI Science, IQVIAviii
This growing gap is fueled by the volume of studies, guidelines, and real-world evidence published daily. Administrative and research burdens contribute to physician burnout, making it essential for the industry to design systems that alleviate these pressures.
Efficient delivery of evidence-based information helps clinicians make informed decisions and reduces strain on the healthcare system. Strategic personalization for healthcare providers (HCPs) is now a critical imperative.
Strategic Imperatives for Future-Proofed Healthcare Communications
The response of life sciences organizations, media agencies, and data partners to regulatory scrutiny will shape the future of DTC marketing. The traditional playbook—centered on linear TV and broad messaging—is being reexamined under the lens of compliance and transparency.
Success in this evolving environment requires foresight, agility, and ethical standards. Organizations can mitigate risk and maintain continuity by focusing on three strategic areas:
- Lead with Evidence, Communicate with Clarity
Transparency backed by evidence is now a regulatory and public expectation. The U.S. Department of Health and Human Services (HHS) emphasized: “Trust in evolving health information technologies can best be established with openness and transparency about the policies, procedures, and technologies that affect how individuals’ health information is usedix.”
Brands should integrate Real-World Data (RWD) and Real-World Evidence (RWE) into campaign planning to tailor messaging based on actual patient experiences. This enhances relevance and provides a defensible foundation for claims.
Compliance with FDA-approved labeling is essential, but brands can also use peer-reviewed studies and registry data to clarify complex concepts. Transparent risk-benefit communication improves comprehension and trust, as shown in a 2023 Health Communication study.
Embedding scientific integrity throughout campaign development builds trust and supports informed decision-making.
- Beyond Broadcast: Building Smarter, Resilient Campaigns
With linear TV under scrutiny and declining in reach, digital platforms offer more targeted and flexible engagement. Diversifying across CTV, podcasts, social media, endemic platforms, and programmatic display is now a strategic imperative.
Brands should prioritize partners that offer:
- Precision targeting based on behavioral and clinical insights
- Real-time optimization
- Cross-channel attribution for outcome measurement
Relevance, agility, and accountability are the new currency in healthcare marketing. Scenario planning, predictive analytics, and cross-functional alignment help brands respond swiftly to market shifts. Preparedness is no longer optional- it’s a competitive advantage.
- Balance Patient and HCP Engagement for Holistic Impact
A high-performing healthcare marketing strategy requires more than reach- it demands relevance, credibility, and alignment across all stakeholders in the care journey. A dual-focus approach that integrates patient-facing campaigns with HCP engagement ensures that messaging is both clinically grounded and emotionally resonant. While DTC advertising raises awareness and prompts action, HCP-directed initiatives, such as peer-to-peer platforms, clinical education, and branded or disease awareness campaigns, reinforce scientific credibility and support informed decision-making.
When patients are informed and motivated by consumer-facing content, and providers are simultaneously engaged with aligned clinical narratives, treatment decisions become more collaborative and effective. In order to best capitalize on this, marketers should design integrated engagement strategies that connect the dots between patient education and provider influence. By aligning messaging across both audiences, brands can foster shared decision-making, improve adherence, and deliver measurable outcomes in an increasingly complex healthcare ecosystem.
Conclusion: Resilience Through Innovation
As the regulatory and promotional landscape continues to evolve, the tightening of DTC pharmaceutical advertising rules marks a strategic inflection point. This shift presents the life sciences industry with a timely opportunity to reimagine how it engages patients and healthcare professionals in ways that are both meaningful and compliant.
By embracing data-driven precision, ethical AI, and omnichannel personalization, organizations can build trust, foster authentic relationships, and drive better health outcomes. Those who lead with adaptability, transparency, and a patient-first mindset will shape the next era of credible, effective healthcare communications.
Now is the time to act with purpose: reassess marketing strategies, invest in responsible innovation, and recommit to ethics, empathy, and integrity. Together, we can close the medical evidence gap, empower patients with precision, and ensure that every clinical interaction leads to optimal care decisions. Let’s create a future where healthcare marketing isn’t just compliant—but truly transformative.
You can find all of our Brave New World content and resources in the U.S. Insights Library here.
i Journal of American Medicine. Makary, Marty. "The FDA’s Overdue Crackdown on Misleading Drug Ads." JAMA, vol. 330, no. 11, 2025, pp. 1021–1022. JAMA Network https://jamanetwork.com/journals/jama/fullarticle/2839061
ii U.S. Food and Drug Administration. “FDA Launches Crackdown on Deceptive Drug Advertising.” FDA, 9 Sept. 2025, https://www.fda.gov/news-events/press-announcements/fda-launches-crackdown-deceptive-drug-advertising
iii iSpot.tv.. Q1 2025 TV Ad Transparency Report: Ad-First Insights to Steer Strategy. iSpot.tv, 2025, https://www.ispot.tv/hub/resources/free-reports/q1-tv-transparency-report/
iv IQVIA Digital. Summit Series Ep. 2: Harnessing CTV Advertising to Engage Modern Audiences and Drive ROI. IQVIA Digital, https://www.iqviadigital.com/resources/podcasts/summit-series-ep.-2-harnessing-ctv-advertising-to-engage-modern-audiences-and-drive-roi?hsLang=en Accessed 16 Sept. 2025
v Leventhal, Rajiv. Pharma Accounts for Nearly 90% of the Broader Industry’s Digital Ad Spending. eMarketer, 30 Oct. 2024, https://www.emarketer.com/content/pharma-accounts-nearly-90-of-broader-industry-digital-ad-spending.
vi Food and Drug Administration. Direct-to-Consumer Prescription Drug Advertisements; Presentation of the Major Statement in a Clear, Conspicuous, and Neutral Manner in Advertisements in Television and Radio Format. Federal Register, vol. 88, no. 223, 21 Nov. 2023, pp. 80958–80984. https://www.federalregister.gov/documents/2023/11/21/2023-25428/direct-to-consumer-prescription-drug-advertisements-presentation-of-the-major-statement-in-a-clear.
vii IQVIA Institute for Human Data Science. Global Trends in R&D 2025: Progress in recapturing momentum in biopharma innovation. March 2025.Available from www.iqviainstitute.org
viii Mack, Christina. “A Co-Intelligent Future: How AI Can Augment Human Experts in Healthcare and Life Sciences.” Modern Healthcare, 31 Aug. 2025, https://www.modernhealthcare.com/providers/mh-how-ai-can-augment-human-expers-in-healthcare-and-life-sciences.
ix U.S. Department of Health and Human Services. Openness and Transparency Principle. Office for Civil Rights, https://www.hhs.gov/sites/default/files/ocr/privacy/hipaa/understanding/special/healthit/opennesstransparency.pdf. Accessed 18 Sept. 2025.
