Patients share their attitudes toward pharma advertising, ad exposures, and how they speak with HCPs about medicine in exclusive research
The best way to understand how something is impacting patients is to ask them.
Last year, we found that pharma ads influence patient perceptions and actions, and that patients see clear benefits of pharma advertising. This year we asked them how quickly pharma ads impact their decision making, what conversations they are having in the doctor’s office, and their advice for pharma advertisers to improve their marketing messages.
If you play any part in the pharma advertising industry, this research will help you better understand patient perspectives, improve pharma ads, and ultimately improve patient outcomes.
Who we surveyed
Swoop surveyed 1,439 Community members across 12 patient communities.
Are patients seeing pharma ads?
95%
have seen treatment ads across one or more channels
73%
see pharma ads at least weekly
Are treatment ads driving action?
70%
took an action after seeing brand messages
20%
took action almost immediately after ad exposure and
22%
took action sooner than if they had not been exposed to ads
Do pharma ads make a difference in the doctor’s office?
79%
of patients feel that their HCP is well informed about treatments
51%
of patients proactively mention specific treatments they learned about from pharma ads with their HCP.
63%
discussed a treatment with an HCP prior to seeing a relevant brand ad
From hope to better HCP discussions, patients share benefits of pharma ads
“It makes me hopeful for better treatment options now and in the future. To know people are working towards helping us lead better lives.” – MyLupusTeam member
“Being informed that they are developing new medications and I can research and ask my doctor if I would benefit.” – MyPsoriasisTeam member
“I think the advertising is very educational since this disease is not very well known to the public. The advertising attracts the awareness of people!” – MyAmloidosisTeam member
“[Ads] made me aware of treatment options so when my doctor suggested Skyrizi®, I was familiar with the name.”(MyCrohnsAndColitisTeam)
Connect with Swoop to learn more about patient perspectives.