The news: EMARKETER attended the US Pharma and Biotech Summit hosted by the Financial Times and Endpoints News, where industry executives discussed drug pricing deals, reaching patients with credible messaging, and direct-to-consumer business models.

Here are our three main takeaways from being on the ground floor at the event:

1. “Most-favored nation” pricing has few supporters among industry stakeholders. President Trump’s plan to equalize US drug prices with other developed countries is proving difficult, said Lori Reilly, COO of trade group PhRMA. While the UK has agreed to “modest” increases, Germany is moving in the opposite direction with proposed price cuts, Reilly added. Panelists broadly agreed that if US prices fell without higher prices abroad, reduced pharma revenues could stifle R&D and potentially allow China to overtake the US in medical innovation.

Why it matters: The Trump administration has struck deals with 17 Big Pharma companies to cut some drug prices in the US and launch new medicines at most-favored nation pricing in exchange for tariff relief. Now, the government is meeting with mid-size and smaller drugmakers to ink similar deals.

Implications for pharma companies: Smaller pharmas that have yet to strike deals must weigh their exposure to US drug imports and potential tariff risks, while also factoring in overseas pricing strategies as they negotiate with the administration. Meanwhile, drugmakers across the industry may need to prepare for other developed markets following Germany’s lead instead of yielding to Trump’s calls for higher prices abroad.

2. Public health messaging must go beyond data to feel relevant and relatable. Communications targeting vaccine skeptics can’t rely on data alone, as audiences often distrust information from sources they see as biased, said Stanford Children’s Health’s Dr. Alok Patel. Data matters, he added, but it must be paired with relatable stories. Patel cited a recent RSV campaign that used trusted physicians as key opinion leaders to effectively convey risks to parents.

Why it matters: Healthcare and pharma companies are struggling to counter the growing number of US consumers who agree with false health claims. Over 6 in 10 (61%) US consumers believe at least one debunked “divisive” claim, such as that routine childhood vaccines are harmful, Tylenol use during pregnancy causes autism, or fluoride in water harms health, according to a new Edelman survey.

Implications for pharma companies and marketers: Public health messages need to come from local clinicians as more consumers turn to social media for health information (a channel where healthcare misinformation often originates and spreads). Healthcare and pharma marketers should help physicians feel more comfortable engaging on platforms like TikTok. Even without becoming influencers, doctors can add value by posting videos during flu or RSV season, addressing threats like measles, and calling out misinformation online through posts and comments.

3. Pharma’s move into D2C is viable, but only for certain medicines. Consumers need a compelling reason to pay out of pocket for prescription drugs, especially when cash prices exceed insurance costs. Panelists agreed this is most likely for treatments tied to strong consumer demand—such as longevity and wellness therapies or weight loss drugs—and far less likely in categories with weaker patient motivation. Prior authorizations and insurance hurdles for GLP-1s frustrate consumers, and because weight loss is a long-term lifestyle goal, many are willing to pay cash instead, said Mark Thierer, CEO of Eversana.

Why it matters: Drugmakers are increasingly selling products directly to consumers, sidestepping insurance approvals and other friction points to expand patient access through online channels. This trend supports the panelists’ point about GLP-1s being well-suited to this model: Eli Lilly said roughly 45% of Zepbound prescriptions in Q1 came through the self-pay channel.

Implications for pharma companies: Drugmakers must strategically assess which medicines are meant for D2C and which are better for established channels by analyzing factors such as therapeutic area, insurance coverage, and price sensitivity. For drugs available D2C, marketing must drive awareness to spur Rx purchases: Just 6% of consumers are very or extremely familiar with pharma’s D2C platforms, according to EMARKETER’s January 2026 Digital Health survey.

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