Article
From Transaction to Trust: Moving Beyond DTC in Health Communications
October 6, 2025
By Barry Sudbeck and Laura Musgrave
In the strategic evolution of health communications, patient advocacy and engagement are emerging as the essential successor to legacy promotional efforts, such as marketing, advertising and sales-focused communications. This shift is driven by new regulatory pressures on direct-to-consumer (DTC) promotion in the United States and a broader global movement toward patient-centered care.
As the FDA signals aggressive enforcement against imbalanced or misleading promotion, the limitations of one-way mass media campaigns have become apparent. The industry now faces a critical mandate: to develop communication strategies that are not only compliant and transparent but also define a powerful new paradigm for connecting with customers. Building genuine, authentic patient relationships is emerging as the most powerful way for the industry to realize this goal.
This new approach fundamentally reframes patient outreach as a driver of long-term corporate reputation and trust, not merely as an alternative marketing channel. And the solution lies within an asset most companies already possess: their patient engagement teams. With an approach that is rooted in listening, two-way exchange, and building credible relationships, these teams are uniquely positioned to lead this change. Their work moves beyond the conventional one-way flow of information; it is about establishing a sustained presence within patient communities, understanding their real-world needs and co-creating resources that provide tangible value. This is how enduring trust – the most valuable asset of all – is built.
Successfully navigating this path requires adherence to core principles that separate authentic engagement from promotion. To ensure credibility, full transparency in all communications, sponsorships, and partnerships is required to protect the integrity of both the company and its patient partners. Furthermore, all information must be rigorously evidence-based and balanced, presenting both benefits and risks with equal clarity. Finally, every interaction must honor patient autonomy by equipping them with knowledge for shared decision-making, rather than steering them toward a commercial objective.
Our current body of research is being augmented by fresh evidence and real-world examples. A white paper summarizing these findings will follow soon.
This evolution from transactional promotion to long-term engagement is not a passing trend. For companies willing to lead, it is a profound strategic opportunity to redefine their role from a vendor of products to a true partner in patient health. Patient engagement is becoming the defining standard for credible health communication, now and in the future.
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