Case Study: When DTC Messaging Increased Awareness but Didn’t Move Patients to Act

Session details:

• Identify where high awareness failed to translate into next steps such as doctor visits, information seeking, or support enrollment
• Adjust education, sequencing, or calls‑to‑action to better support movement along the journey
• Share how teams changed success metrics beyond impressions and reach
• Examine gaps between message recall and patient understanding or confidence