How Chronic Disease Treatment Ads Are Moving Patients to Action

A new survey has shed light on how people living with chronic conditions are responding to treatment advertising, and the results point to a surprising level of engagement. Conducted by Swoop among members of MyHealthTeam communities that support patients with conditions such as HIV, heart disease, diabetes, Crohn’s and ulcerative colitis, the research found that nearly two thirds of respondents had taken some kind of action after seeing a treatment ad.

What stands out most is that many of those actions were directly tied to patient care. People weren’t just passively viewing messages. They were talking to their doctors about specific medications, booking appointments to follow up on symptoms, and using the information to shape more meaningful conversations about their options. While fewer patients reported making immediate changes such as switching medications, the ads clearly acted as a catalyst for dialogue between patients and physicians.

Beyond sparking action, the survey also highlighted the broader impact of treatment ads on awareness and understanding. A large majority of patients said the ads were beneficial, with many crediting them for helping clarify available treatments and making them feel better equipped for conversations with their healthcare providers. For some, the ads even revealed practical information such as copay assistance or financial support programs, which can make a major difference when managing long-term conditions.

Patients also offered feedback on how these campaigns could do better. Many expressed a desire for ads that feel more authentic, with depictions that reflect the realities of living with chronic illness, including mobility challenges or the spectrum of severity that often goes unseen. Others called for greater transparency around side effects, costs and financial assistance, suggesting that more practical information would help close the gap between what is promised in advertising and what patients experience in daily life.

Taken together, the survey results suggest that treatment advertising has become more than a vehicle for brand awareness. It is shaping how patients understand their conditions, encouraging them to take steps that could lead to earlier diagnoses or more productive medical conversations. At the same time, the feedback shows that patients want advertising to evolve, with a stronger emphasis on honesty, relatability and the realities of care. The opportunity for pharmaceutical marketers is clear: when patients feel genuinely supported, the ads can become not only informative but also empowering tools in the healthcare journey.

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals, offering various advertising solutions. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.   

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