In an era where digital marketing dominates the healthcare conversation, it’s easy to overlook one of the most consistently valued tools in a physician’s practice: patient-facing materials. But according to new findings from the upcoming 2025 Physician Communications Report, these resources remain highly relevant—and highly valued.
Based on input from 398 U.S. licensed physicians across specialties and practice settings, the data shows that 62% rated patient education materials as either “valuable” or “extremely valuable”. Similarly, 62.8% said the same of patient support resources, including tools like reimbursement guides, co-pay assistance cards, advocacy forms, and care transition kits. These numbers place both categories on par with, or ahead of, formats like clinical trial summaries and white papers. This may not surprise marketers who work closely with HCPs—but now, we have the data to back it up. While some of these insights may feel like common sense, having quantitative evidence matters. It helps validate what our gut tells us and provides support for the commercial tactics and assets pharma brands continue to invest in.
Physicians want to be seen by their patients as informed, supportive, and empathetic. Having the right printed or digital resources on hand not only reinforces those qualities but also streamlines communication during time-limited visits. These materials help explain complex therapies, address cost-related questions, and support adherence—all while extending the physician’s guidance beyond the exam room.
They’re also essential to practice operations. Office staff frequently use these resources to walk patients through access questions, handle coverage conversations, and assist with enrollment in manufacturer-sponsored support programs.
For pharma marketers, this is a strong reminder: investing in well-designed, useful patient-facing materials still delivers value—both clinically and commercially.
These insights are just a preview of what’s inside the 2025 Physician Communications Report, releasing in mid-May. The full report will explore what truly influences physician decision-making, how content preferences are shifting, and what marketers need to know about omni channel engagement, optimal timing, and content formats that break through.
