The news: More than 90% of multicultural consumers use digital devices in their healthcare journeys, per a new Cadent Pharma Advertising Trends study. The online survey of more than 4,000 US adults was conducted by The Harris Poll in early 2025.

Digging into the data: Whether using mobile devices or connected TV, Black and Hispanic consumers are more likely to take action after seeing ads for medications.

On mobile devices:

• 75% of Black consumers and 71% of Hispanic consumers will click on an ad to get more information about a medication, compared with 64% of all consumers.
• 72% of Black consumers purchase over-the-counter medicines after seeing an ad, compared with 64% of all consumers.
• 65% of Black consumers and 64% of Hispanic consumers will scan a QR code for more information on a medicine, compared with 50% of all consumers.

On connected TV:

• 70% of Hispanic consumers are very or somewhat likely to purchase over-the-counter medicines after seeing an ad, compared with 60% of all consumers.
• 77% of Black consumers are likely to speak to their doctors after seeing an ad, compared to 69% of all consumers.

Yes and: Most Americans (68%) learn about new medications from their doctors. After that, 62% get their information from TV (linear or streaming).

The takeaway: TV is still an important broad awareness media channel for pharma and healthcare companies.

However, among growing diverse populations, digital and mobile advertising is more popular and spurs a desire for more information and purchasing. Marketers need to meet diverse audiences with educational and culturally relevant content. Feature diverse patients and use bilingual language in advertising to engage and build trust.

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