The pharmaceutical industry stands at a marketing crossroads. With regulatory scrutiny of direct-to-consumer advertising intensifying and consumer trust in traditional media eroding, the era of TV drug ads as pharma's primary marketing vehicle may be coming to an end. While such regulatory shifts remain hypothetical, this is an inevitable evolution that forward-thinking pharma brands must prepare for now. The companies that will thrive are those bold enough to abandon their over-reliance on traditional channels and pioneer new pathways to reach patients, providers, and stakeholders.
The evidence is already emerging. Today, digital channels have overtaken TV in pharma ad spend, signaling a clear evolution. This shift comes with both urgency and opportunity, and represents more than a simple budget reallocation; it signals the beginning of a fundamental reimagining of how pharmaceutical brands connect with their audiences. Below are three strategic imperatives to guide pharma marketers as they adapt for the future:
- Digital Has Taken the Lead, But Potential Remains Untapped
More than half of pharma ad budgets now go to digital channels, yet many brands haven’t fully harnessed their power. Creative execution remains inconsistent, and digital is often treated as an extension of TV rather than a unique platform. The pandemic accelerated digital experimentation, but there’s more room to grow.
Kantar research reveals that while brands rushed to embrace digital during COVID-19, many approached it with a 'set it and forget it' mentality rather than the continuous optimization these channels demand. The result is a disconnect between investment levels and actual performance optimization.
- Creative Quality Drives Brand Impact
Kantar’s data shows that nearly half of brand exposure comes from creative quality. Digital, when done well, can outperform TV - especially in driving both short-term persuasion and long-term equity. But effectiveness hinges on relevance, branding, and engagement.
A well-executed campaign can yield up to 4x ROI and mediocre digital won’t cut it. The brands achieving breakthrough results understand that creative and media strategy must work in lockstep, This symbiotic relationship becomes even more critical in digital environments where attention spans are measured in seconds, not minutes.
- Channel-Specific Strategy is Essential
Simply repurposing TV spots for digital use is ineffective. Each platform has distinct user behaviors and content norms. Success means tailoring creative to platform-specific contexts - capturing attention quickly and delivering relevance at every scroll, swipe, or skip.
Context isn't just about placement; it's about understanding the mindset and moment when audiences encounter your message. The world's most effective ads leverage contextual relevance, adapting not just format but emotional tone to match where and how consumers are engaging.
What Should Pharma Marketers Do Now?
Plan for Multiple Futures
Scenario planning is now a necessity, not a choice. Pharma leaders must prepare for a range of “what if” situations - whether it's a partial restriction on TV advertising or a full pivot to digital - and define clear strategies for each. Kantar helps clients navigate this uncertainty by building practical, action-ready playbooks. Are your media investments working hard enough? Kantar’s global planning tool maximizes impact across every category and market.
Rebuild the Media Mix
Pharma must move beyond traditional TV and embrace a more diversified media approach. This requires reevaluating current performance and optimizing across channels like digital video, social, CTV, print, and emerging platforms. To drive both reach and ROI, marketers should leverage tools such as Media Mix Modeling and cross-channel attribution. Want to learn more? Get in touch
Modernize Measurement
As media channels continue to expand, measurement strategies must evolve alongside them. Traditional metrics alone can’t provide a complete view. Marketers need real-time, cross-channel tools to track performance, optimize spend, and respond quickly to change. Brand lift studies and unified dashboards are essential to making smarter, future-ready investment decisions. See how we can help.
Act Now - Before It Becomes a Requirement
This moment isn’t just about bracing for disruption—it’s about evolving with your audience. Pharma brands that move now will be better equipped to lead. To stay ahead, diversify your media mix, elevate your creative and modernize your measurement strategy.
At Kantar, we partner with pharma leaders to reimagine marketing through data-driven insights and bold creativity. Let’s discuss how we can help accelerate your transformation.
