A new study by ixlayer and Ipsos reveals that patients expect pharmaceutical companies to do more in enhancing the patient experience through digital health solutions, from telehealth access to lab testing and medication affordability.
As digital healthcare continues to transform patient experiences, the role of pharmaceutical companies in this evolution has become increasingly important. Patients seek seamless, digital-first solutions that integrate into their lives and help them navigate their healthcare journey with ease.
A new study conducted by ixlayer, a leading cloud-based healthtech platform, in collaboration with global market research firm Ipsos, sheds light on patient experiences and expectations regarding digital health. Titled ixlayer ixInsights 2025: Pharma’s Role in Improving the Health Experience, the research examines the motivations, barriers, and opportunities surrounding digital health adoption among patients with specific conditions, including asthma, COPD, type 2 diabetes, heart disease, psoriasis, and atopic dermatitis.
More than just assessing current patient experiences, the study provides actionable insights for biopharma companies seeking to enhance customer experience (CX), commercialisation, and marketing efforts in the digital healthcare landscape.
Patients Expect More Support from Pharma Companies
A key finding from the study reveals that 74% of surveyed patients would welcome assistance from pharmaceutical companies in overcoming healthcare barriers. Additionally, 81% of patients believe that pharma companies should offer resources to help them access necessary treatments and care.
Consumer sentiment indicates a strong demand for digital health solutions, particularly in areas such as patient assistance, affordability, access to lab testing, medication access tools, and telehealth services. These insights align with a 2024 survey of U.S. physicians, in which 83% of respondents across specialties agreed that at-home diagnostic tests accelerate patient movement through the care continuum, facilitating earlier diagnosis and treatment.
“The expansion of direct-to-consumer (DTC) initiatives and digital healthcare services is a major focus for biopharma leaders,” said Pouria Sanae, co-founder and CEO of ixlayer. “This study confirms that patients are not only looking for treatment but also seamless, digital-first healthcare experiences that integrate into their lives.”
Chareen Lim, SVP of Ipsos Healthcare, echoed this sentiment: “It is crucial for all stakeholders to focus on developing tools that put patients at the center of their healthcare journey. This study highlights numerous opportunities to innovate and improve within the digital health sector.”
Digital Health Adoption and Challenges
The report indicates strong digital health adoption, with significant room for technical improvements:
- 77% of respondents agree that digital health solutions improve communication with healthcare providers.
- 73% believe digital health is a cost-effective way to manage their health.
- 27% report experiencing technical difficulties with digital health platforms.
- 50% use multiple digital health platforms, signaling a need for greater integration.
Leading Digital Health Solutions
Survey respondents reported high engagement with various digital health services:
- 92% use or have used patient portals for accessing healthcare information.
- 82% utilise telehealth platforms for virtual consultations.
- 67% have used pharmacy delivery services.
- 65% leverage wearable devices for health monitoring.
- 62% have experience with at-home diagnostic testing kits.
The Role of Pharma in Digital Health Expansion
Despite widespread adoption of digital health solutions, only 16% of respondents strongly believe that pharmaceutical companies prioritise their needs. The report suggests that pharma companies can enhance their perception and engagement by investing in key digital health offerings:
- Virtual Healthcare Consultations: 83% of patients would likely use this service, and 78% say it would improve their perception of pharma.
- Insurance Coverage for Digital Health Services: 83% indicate likelihood to use, while 83% say it would positively impact their view of pharma.
- Secure Health Data Sharing: 79% would use it, and 77% believe it would enhance their perception of pharma.
- Easier Lab Test Access: 78% express interest, with the same percentage seeing it as a positive move for pharma.
- Digital Pharmacy Services: 74% show interest, and an equal percentage say it would improve their perception of pharma.
Satisfaction and Dissatisfaction with Digital Health
Patients identified key factors contributing to satisfaction with digital health, including:
- Convenience
- Improved communication with healthcare providers
- Quicker access to treatment
- Easier access to necessary medications
Conversely, dissatisfaction stems from:
- The need to use multiple platforms to obtain services
- Technical issues and usability challenges
- Concerns about data security
The Future of Digital Health in Pharma
As digital health, telemedicine, and direct-to-patient healthcare platforms continue to evolve, patient expectations for technology-driven healthcare solutions are rising. The ixlayer ixInsights 2025 study underscores a critical opportunity for pharma companies to deepen patient relationships by embracing patient-centric, digital-first approaches. Organisations that prioritise seamless digital patient experiences will be well-positioned to lead in the modern healthcare ecosystem.
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