Pharma has a trust problem

By Michaela Burton, Director, Learning Strategy, YuzuYello

Pharma’s trust problem is not a new condition, but it's certainly flaring up, fueled by concerns over drug pricing, profits, lobbying and remnants of a persistent opioid crisis.¹Who’s the least trusting? People in poorest health and without regular care, according to one survey.²

Over the years, the industry has been paying more attention to public skepticism. In response, they've launched initiatives to boost transparency, partnering with patient advocates, investing in educational campaigns and engagement activities, and more. Patient Support Programs (PSPs) are a prime example of these goodwill efforts – offering financial aid for patients who can’t afford their treatments, disease and treatment education for those who may otherwise fall through healthcare system cracks and a knowledgeable liaison to guide them through accessing other types of assistance. In a fragmented healthcare system, most would agree that these programs are net positive.

Better yet – PSPs deliver real results:

In a systematic review, 66% of programs improved medication adherence,² a critical prerequisite for better health outcomes in chronic disease management.
Of the PSPs that measured economic outcomes, 80% reported reduced healthcare costs and utilization² – A direct benefit to the broader healthcare system reaching beyond individual health.

So why haven’t these efforts shifted public sentiment? In part, the answer lies in promotion. 60% of eligible PSP enrollees are unaware that programs exist. Of those that are aware, most don’t use them.³ So, what's the way forward?

Here’s where to start:

Use social proof as a strategy: Seeing others’ endorsements signals reliability. Patient and provider-generated content that feels fresh, authentic and in line with current customer expectations (think: TikTok’s "GRWM" trend rather than polished patient videos or quotes) can provide signals to patients that pharma programs are worth their attention. Imagine the impact of a patient recalling how PSPs provided just-in-time and just-right services to meet their needs, allowing them to defy healthcare challenges in their most human and exposed moments. This has the potential to flip the script on an all-bad notion of pharma.
Consider customer experience as a trust-engine: Creating experiences in line with consumer expectations prevents the disappointment that may give way to a trust gap. Re-evaluate the customer experience against healthcare benchmarks beyond pharma and uncover just how much consumer expectations may have changed since your last experience audit.
Optimize PSP messaging for AI search: Patients can’t factor patient support into their evaluation of pharma if they don’t know about the programs. With AI, the way that people seek out information online is quickly evolving: one study found that AI search visitors could surpass traditional search by 2028.⁴ And even for traditional search, most consumers (80%) rely on AI summaries; the reliance is so strong that over half of searches end there, skipping your website entirely.⁵ If awareness depends on organic search, even if only in-part, the uphill battle is becoming steeper by the minute.

If PSP promotion is such an invaluable opportunity, why isn't it the norm? Here's where it gets tricky: promoting PSPs can raise ethical concerns, blurring the line between genuine assistance and product promotion. To avoid this, promotion should emphasize shared decision-making between providers and patients, not push programs as sales tactics.

But it's time to reclaim the narrative. Pharma can amplify their commitment to their customers’ well-being by raising awareness of the positive impact PSPs have on access, affordability and education. While healthcare professionals play a crucial role in PSP enrollment, more can be done to get the public on board.

The payoff is significant: a tangible demonstration of patient-centered care that goes beyond simply selling a product. By investing in PSP promotion, in alignment with current customer expectations, we can connect brand goals with what really matters to patients – and see a return not only in program enrollment and engagement, but also public perception as a result.

References

¹ Gallup US industry rankings, 2019

² Factors associated with public trust in pharmaceutical manufacturers

² The impact of patient support programs on adherence, clinical, humanistic, and economic patient outcomes: a targeted systematic review

³ Expanding awareness of patient support programs

⁴ The impact of AI search on SEO traffic

⁵ Goodbye clicks, hello AI: Zero-click search redefines marketing