The pharmaceutical industry is facing a major challenge: staying connected with patients and doctors in our increasingly digital world. This issue was a hot topic at a recent workshop hosted by PatientPoint, a company focusing on digital health. Experts from pharma, healthcare, and digital media gathered to discuss how companies can create a more seamless experience for patients throughout their healthcare journey.
The Disconnected Patient Journey
Traditionally, the patient-doctor relationship was seen as almost sacred, as former Pfizer executive Vic Clavelli noted. However, today’s healthcare journey is often delayed, impersonal, and disconnected. Patients struggle to get in-person appointments, sometimes waiting 3-9 months for treatment. This often pushes them towards telehealth, which can offer much faster care (3-6 weeks).
The telehealth boom, fueled by the pandemic, has transformed how people access care. The virtual care market, valued at $7.1 billion in 2024, is expected to skyrocket to $69.2 billion by 2034. But this shift presents a problem: how do we keep patients informed when they’re no longer sitting in waiting rooms flipping through brochures? Old-school pamphlets are being replaced by digital content to keep pace with both in-person and virtual care.
Bridging the Information Gap
There’s a growing information gap between drug developers, doctors, and patients. Medical knowledge is expanding rapidly – doubling every 17 years! Yet, it takes doctors just as long to incorporate this new information into their practice. Companies like PatientPoint are working to close this gap.
Patients are increasingly turning to AI tools for medical information and even therapy-like support. Doctors are also embracing AI to help assess symptoms before appointments, transcribe conversations during visits, and analyze imaging afterward.
Mike Shields, a media analyst, highlighted that tech giants like Amazon and Google are becoming major players in healthcare data and advanced AI systems. To adapt, healthcare companies can develop their own AI or team up with tech brands. The key is ensuring that patient information remains safe and confidential, and that healthcare professionals are properly trained to use AI responsibly.
Challenges in Reaching Doctors and Patients
It’s not just patients who are harder to reach. Research shows that half of all doctors see pharmaceutical representatives 70% less often than before the pandemic. Plus, over half of healthcare professionals (54%) don’t trust field representatives. This makes it tough to educate doctors about new medications and best practices.
Another significant change is the rise of medical consumerism. Social media platforms and “shoppable” sites like TikTok Shop are influencing health decisions, sometimes leading to impulsive choices about medications, health trends, and fads. Patients are also changing how they research symptoms, often turning to Google AI summaries or OpenAI for quick answers instead of sifting through traditional search results.
In essence, the entire landscape of healthcare communication is changing, and the pharmaceutical industry needs to innovate rapidly to keep pace and maintain vital connections.
Source: Medical Marketing and Media | June 27, 2025
