How to Connect DTC Media With Patient-Support Resources

A handoff checklist helps close the gap.

Why the handoff matters

A person who sees an ad and wants to act faces several hurdles: understanding eligibility, finding the right program, and completing enrollment. Each step loses people. Media teams often do not own the support program, and support teams often do not see media plans. The handoff falls between them.

The handoff checklist

Message continuity

• Does the landing page repeat the promise the ad made?
• If the ad mentions support, is support visible on the first screen?
• Is the language consistent between ad, landing page, and program?

Landing experience

• Does the page load quickly on mobile? Paid visitors leave slow pages just as organic visitors do.
• Is there one clear primary action?
• Is required safety information present and readable without hiding the path forward?

Accessibility

• Does the page meet WCAG standards for contrast, text size, and screen readers?
• Are forms usable with a keyboard and assistive technology?
• Is there a phone option for people who cannot or prefer not to use forms?

Program access

• Is eligibility explained in plain language before someone starts a form?
• How many steps does enrollment take?
• Does the person know what happens next and when?

Measurement

• Can you track movement from ad to landing to program start without collecting data you should not? Review with privacy counsel, and see HHS guidance on online tracking technologies.

Align the teams

Create a short shared document owned by both media and patient services. It should include the audiences media is sending, the messages they saw, expected volume, and the program's capacity. If media is about to double traffic, the support team needs to know.

Measure the handoff

Report a simple waterfall: ad exposures, landing visits, program page visits, enrollment starts, and completions. Where drop-off is steep, investigate. See the funnel diagnostic for separating measurement loss from real user loss.

Hypothetical example

A brand finds that 40% of visitors from DTC video reach the savings program page, but only 8% of those start enrollment. Testing shows the eligibility requirements appear only after a long form. Moving a short eligibility check to the top of the page raises enrollment starts. The figures are illustrative.

Practical takeaway

Walk the path yourself on a phone, from ad to program enrollment. Note every point where you hesitated. Fix those before buying more media.

Editorial note. Analysis and frameworks are the author's own and do not represent Acxiom or any current or former employer, client, or named platform. Examples labeled hypothetical or illustrative are not results from real campaigns. Nothing here is legal, regulatory, or medical advice.