Patients say drugmakers would earn more trust by offering digital health tools and services
People living with chronic health conditions are increasingly calling for pharmaceutical companies to broaden their focus beyond drug development and take a more active role in delivering healthcare services—particularly through digital platforms. That’s the key takeaway from a new survey report published by ixlayer and Ipsos.
The survey, conducted in January 2025, gathered responses from over 400 adults living with at least one long-term health condition, such as asthma, Type 2 diabetes, heart disease, or eczema. A significant majority—nearly three-quarters—said they would value support from pharmaceutical companies in overcoming the barriers they face when trying to access care. Over 80% of respondents went a step further, agreeing that pharmaceutical companies should actively provide resources that simplify access to healthcare and treatment.
One of the most prominent themes to emerge from the data is the enthusiasm for digital tools. A striking 86% of participants reported using at least one digital health solution. These included patient portals, telehealth services, pharmacy delivery platforms, wearable health monitors, and at-home diagnostic tools. The appeal of these technologies was rooted in their convenience, cost-effectiveness, and ability to enhance communication with healthcare providers.
However, patients also expressed frustration with the current digital healthcare landscape. Many reported having to juggle multiple platforms, each with its own login systems and interfaces, which often led to technical difficulties. These issues, respondents indicated, present an opportunity for pharmaceutical companies to step in and provide more seamless, integrated, and reliable digital services.
The survey revealed that doing so would have a notable impact on public perception. An overwhelming 92% of participants said their view of the pharmaceutical industry would improve if companies offered comprehensive online health tools. Currently, fewer than one in five believe that pharmaceutical companies genuinely prioritise patients’ needs.
When asked about the role they see for the industry in improving access through technology, one respondent commented:
“They have a role in helping people and patients get the medications and assistance they need; they should be constantly working to minimise the steps in between being prescribed and getting their medicines.”
Participants were also asked to identify which features they would like pharmaceutical companies to provide. Top priorities included the ability to schedule virtual or in-person appointments with healthcare providers, order prescriptions online, access lab testing, and securely share diagnostic results and health data with care teams. Additionally, people expressed strong support for insurance coverage of digital services—identifying this as the most important factor in improving their perception of the industry.
More than 70% of respondents indicated that they would be likely to use each of these digital offerings if made available.
Pouria Sanae, co-founder and CEO of ixlayer, said the findings reflect a shift in expectations around pharmaceutical companies’ responsibilities in the modern healthcare ecosystem:
“Patients don’t just want treatment from pharma—they want seamless, digital-first healthcare experiences that fit into their lives.”
Some pharmaceutical companies have already begun to respond to this shift by launching digital platforms aimed at centralising healthcare services and improving the user experience.
Eli Lilly, for instance, launched LillyDirect in early 2024. The platform enables users to book both virtual and in-person medical appointments and offers access to Lilly’s medications at reduced costs. Its services target a range of conditions, including diabetes, migraine, obesity, sleep apnoea, and more recently, Alzheimer’s disease.
Similarly, Pfizer introduced PfizerForAll in mid-2023. This platform connects users with healthcare providers and includes tools to locate vaccines, order diagnostic tests and treatments from Pfizer and other manufacturers. The service currently supports care for conditions including migraine, COVID-19, influenza, respiratory syncytial virus (RSV), pneumococcal pneumonia, and atrial fibrillation.
Pfizer has also integrated additional features, such as a link to the American Cancer Society’s CancerRisk360 tool, and a generative AI-powered chatbot designed to respond to health and wellness queries.
While the expansion of such platforms has been generally well received by the public, they have also drawn scrutiny from U.S. lawmakers, particularly in relation to prescribing practices associated with the telehealth features. Nonetheless, the appetite for these services among patients is clear.
The message from the survey is unequivocal: people want more than medication. They want pharmaceutical companies to deliver holistic, user-friendly, and accessible digital solutions that support them in managing their health day-to-day. And in doing so, pharma companies stand to gain not just goodwill—but potentially greater trust and long-term engagement from the very individuals they serve.
