Pharma Still Leans on TV—Is It Time to Evolve Your Approach?

In an age of fragmented attention and ever-changing viewing habits, television advertising continues to be a cornerstone for pharmaceutical marketing. And for good reason—TV has delivered unparalleled reach, credibility, and the ability to communicate complex medical information to consumers.  

Earlier this month, I had the chance to join a panel discussion at the MM+M Transform conference on “Reimagining Pharma Ads: Streaming TV and the Future of Risk Communication.” Alongside my fellow panelists, we explored how consumer behavior is evolving, why it’s time for pharma to rethink how they’re using TV as a channel, and what else they should be leaning into. Here are the key takeaways from our discussion. 

What Pharma Gets Right with TV 

Pharma has mastered the art of storytelling within the tight constraints of regulatory compliance. TV remains one of the few platforms where a brand can unpack a complex health condition, share a human story, and deliver required safety information—all in one compelling package. It also has the power to start conversations. Families, caregivers, and patients all see the same ad, and it can spark important discussions that lead people to talk to their doctor or look into a condition they might otherwise ignore. 

From a brand-building perspective, TV offers national scale that’s hard to replicate. That kind of reach is essential for treatments targeting broad patient populations or when entering a crowded therapeutic market. That said... 

Consumers Don’t Watch TV Like They Used To 

Here’s the catch—people's viewing habits have shifted dramatically. Streaming, on-demand, and digital platforms aren’t just on the rise—they’re the new default for many audiences. The days of relying solely on linear TV are over.  

That’s why it’s so critical for pharma to shift away from thinking of TV as a one-size-fits-all solution. Consumers are everywhere, watching everything from live sports to niche wellness YouTube channels, and often switching between devices and platforms throughout the day. To use myself as an example, I switch from one streaming platform to the other based on the content that is being released. For instance, I don’t subscribe to AppleTV, but when the series, Severance, was released, I was back on the platform for two months. Every consumer has their own preferences which change throughout the year with the click of a few buttons.  

So why is pharma still putting the bulk of its media dollars into traditional TV when it’s clear there’s value in spreading the investment across programmatic channels—especially where there’s better targeting, data, and mid-campaign optimization. 

TV will always have a place in pharma marketing—but the smartest strategies moving forward are those that blend mass reach with personalized precision. The companies that win will be the ones that shift from a "TV-first" mindset to a "patient-first, wherever-they-are" mindset. 

Drew Teller, Director, Strategic Media Partnerships 

A Complementary, More Nimble Approach 

Streaming TV and programmatic platforms offer the kind of sophistication and flexibility that pharma needs. You can test creative variations, create A+B testing and adjust frequency in real time. These platforms are complementary to linear—not a replacement—but they provide insights and control that traditional TV just can’t. 

There’s also room to grow in building partnerships beyond the big networks. Aggregators of streaming inventory, health-focused platforms, and even patient advocate communities are eager to help pharma deliver more authentic, targeted, and trusted messaging. 

And let’s not forget: healthcare decisions are deeply personal. By working with influencers or platforms that already have trust built in, pharma can make its messaging more human and less “adspeak.” 

Final Thoughts 

Linear TV will always have a place in pharma marketing—but the smartest strategies moving forward are those that blend mass reach with personalized precision. The companies that win will be the ones that shift from a "TV-first" mindset to a "patient-first, wherever-they-are" mindset. 

Don’t put all your media in one basket. Spread it, test it, learn from it, and let the data drive you. That’s where the industry is headed—and where the biggest opportunities lie.