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As the pharmaceutical industry adapts to shifting consumer behaviors and technological advancements, two emerging trends are set to reshape its marketing and distribution strategies in 2025: the rise of direct-to-consumer (D2C) channels and the increasing prominence of YouTube on connected TV (CTV). These trends highlight a transformative moment for pharma companies as they explore innovative ways to enhance accessibility and engagement, while embracing digital-first strategies. By leveraging D2C models and tapping into CTV’s expansive reach, brands can create impactful, patient-focused campaigns that align with the evolving media landscape. 

The Growing Viability of D2C in Pharma 

Pharma companies are ramping up efforts to expand direct-to-consumer channels, bypassing traditional intermediaries like insurers and pharmacy benefit managers. This shift not only reduces costs but also addresses mounting scrutiny over prescription drug prices and accessibility. 

The D2C movement is bringing in both established players and new entrants. For instance: 

• Major Drug Developers: In 2024, Eli Lilly and Pfizer launched D2C platforms enabling patients to consult affiliated clinicians, order prescribed medications, and access over-the-counter products with home delivery. 

• Weight-Loss Drug Sellers: Companies providing GLP-1 drugs are connecting consumers to telehealth providers, specifically targeting individuals with limited access to prescribers or restrictive insurance coverage. 

However, consumer sentiment remains mixed. While patients are more inclined to purchase medications online, they are less likely to opt for medical devices like continuous glucose monitors (CGMs). To succeed, D2C players must focus on what matters most to patients: affordability, quality, and positive customer experiences. 

 

How Different Generations Engage with Health Influencers 

  

The Role of YouTube in CTV Advertising 

The digital advertising landscape is evolving, and YouTube is emerging as a key player in the connected TV (CTV) space. By 2025, 68.8% of YouTube’s 248.6 million monthly viewers are projected to watch on CTVs, positioning YouTube as a formidable competitor to premium streaming services like Netflix. 

This shift presents new opportunities for pharma advertisers: 

• High-Impact Targeting: YouTube TV offers precise targeting and access to Google’s powerful ad tools, making it an attractive choice for campaigns that need to reach specific healthcare demographics. 

• Content Accessibility: With its vast library of creator and influencer content, YouTube allows advertisers to align with social health influencers—doctors, patients, and celebrities—who resonate with younger audiences seeking health information online. 

As younger consumers increasingly trust social media influencers over traditional sources, partnerships between pharma companies and these digital voices will become pivotal. 

YouTube and Netflix Have the Most CTV Viewers 

By 2025 YouTube and Social Network Users Will Surpass Linear TV Viewers  

 

 The Percentage of Marketers Using YouTube for Influencer Marketing Remains Steady Year Over Year 

  

Convergence of Social Media and Streaming 

The boundaries between social media and streaming platforms are blurring, with each borrowing features from the other to enhance user engagement. For example: 

• Streamers Embracing Social: Platforms like Netflix are integrating features such as “Moments,” which let users share clips from shows on social platforms. These efforts mirror YouTube’s success in fostering creator-driven, interactive content. 

• YouTube Adopting Premium Features: To compete with streamers, YouTube is enhancing its content discovery tools and organizing videos into episodic formats. As more creators license their content to streamers, YouTube may also revisit original programming. 

These developments signify a dynamic shift in how audiences consume content, offering marketers new avenues to connect with viewers in meaningful ways. 

 As pharma companies navigate the twin opportunities of D2C expansion and CTV advertising, they have an unprecedented chance to engage patients directly and deliver personalized healthcare solutions. To capitalize on these trends, marketers must prioritize partnerships with social influencers, embrace emerging technologies, and leverage platforms like YouTube to amplify their reach. Ready to revolutionize your marketing strategy? Contact us today to explore how we can help your brand thrive in this rapidly evolving landscape. 

 

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Reach out the author, Tricia Kashima, Media Director, LiveWorld at tkashima@liveworld.com