5 Ways Digital Audio Turns Up Pharma Advertising Campaigns

Have you streamed a song or caught up on your favorite podcast in the last week? If the answer is a resounding, “Yes, of course,” we wouldn’t be surprised. Digital audio now reaches a whopping 79% of Americans. And with people spending over 21% of their media time with audio, the writing is on the wall: This channel isn’t just growing—it’s thriving.

Seems like it would be a no-brainer to include audio in your media strategy, right? For pharma brands, it hasn’t been so straightforward. Despite all that time and attention going to audio, the industry is spending less than 1% of its media dollars there.

That’s a major miss—especially when pharma continues to flood TV, CTV, OTT, and OLV with ads, competing for attention in an already noisy space. Digital audio, on the other hand, offers a direct line to consumers in an intimate, one-to-one environment.

And no partner is better equipped to help pharma brands connect (and drive impact) with listeners at scale than us. Not only do we reach 160M monthly listeners, but we’ve also got exclusive audience insights, tailored specifically for pharma marketers.

We recently conducted a Pharma Audience Research Study to help brands uncover everything there is to know about how audiences engage with audio—and how they really feel about the visual and auditory pharma messaging they come across throughout the process.

Below, we’ll break down five of the key takeaways from our 2025 study to ensure pharma brands like yours have the knowledge and insights needed to craft more effective and impactful media strategies.

5 Key Takeaways From Our Pharma Audience Research Study

1. Digital Audio Shows Up When It Matters Most

Let’s be real—most people don’t have the time (or energy) to binge hours of TV every night. And when they do, ad breaks are a time to head to the bathroom or grab a snack. Ad-supported digital audio, on the other hand, fits seamlessly into consumers’ daily lives. That’s why they spend an average of four and a half hours with audio every day. And 79% of the time they’re spending listening? It’s happening when visual media can’t reach them. Think: driving, walking, doing chores, or yes, even waiting at the doctor’s office.

That’s where the real magic happens. Our study found that eight in 10 SiriusXM Media listeners tune in to audio during “pharma moments” like taking their meds, driving to an appointment, or waiting to be seen by a provider. 

Audio owns intimate, high-impact moments that are aligned with real-world activities. Whether it's a favorite podcast or a go-to Pandora playlist, SiriusXM Media delivers real reach during times that matter most to health-focused consumers.

2. Pharma Ads Are a Welcome Part of the Experience

Pharma ads may get the cold shoulder on traditional TV—but in digital audio, listeners are all ears. Nearly 70% of SiriusXM Media listeners say they want to hear pharma ads—and they’re actively looking for that information.

If you think this sentiment is only true amongst consumers who are already taking medications, think again. Our study comprised a group of respondents who both were and were not on prescription medications—which means there’s an entire audience of net-new consumers primed to hear your brand’s message.

When it comes to multicultural engagement, that level of interest is even higher. Black and Latino listeners are 14% and 13% more likely than the general population to want pharma messaging. For brands looking to build culturally relevant, inclusive campaigns, that’s a huge opportunity just waiting to be tapped.

3. Our Listeners Are Vocal With Their Healthcare Providers

For some, the topic of pharmaceuticals can be off-putting or tricky to navigate. Not for SiriusXM Media listeners, though. Over 70% of our RX-taking audience says they’re comfortable discussing medication options with their healthcare providers. That number jumps even higher among adults 65+ (77%) and Black listeners (74%). Even more impressive? Black listeners are 71% more likely than the general market to bring up an RX after hearing an ad.

With multicultural audience targeting and custom creative capabilities, we can help pharma brands connect with these highly engaged, proactive listeners in powerful, culturally relevant ways.

Forget the mindless scrolling on smartphones during TV commercial breaks—pharma ads on our platforms actually drive action. A recent campaign targeting adults 45+ on Pandora saw a 47% lift in pharma website visits—and a 119% boost in engagements—compared to endemic sites like WebMD.

4. Vaccine Messaging Resonates

Vaccine conversations can be complex—but with the right message, delivered in the right moment, they can also drive real impact. SiriusXM Media offers a trusted, brand-safe space where listeners are genuinely open to learning. In fact, seven in 10 of our listeners say they’re open to vaccines that protect their health and their loved ones, and 64% make it a point to stay current with scheduled vaccinations.

With listeners tuned in and ready to act, digital audio is a powerful tool for building vaccine confidence and encouraging informed decisions.

5. Digital Audio Is a Game-Changer for ISI

Our listeners don’t just find the Important Safety Information (ISI) in pharma ads helpful—to them, it’s an essential part of the messaging. In fact, half of listeners ages 25-54, 47% of those ages 35-64, and 49% of podcast listeners say they appreciate the inclusion of ISI in pharma ads.

And when it comes to RX side effects, one thing is clear: Audio messaging has a significantly bigger impact than visual ads do. The visuals that pharma brands often rely on in the hopes of fostering positive brand perception actually have the opposite effect—our audience isn’t buying it. In fact, one in two SiriusXM Media listeners feel that these positive visuals can make safety messages feel misleading (+3% YoY). And 29% of listeners would rather hear side effects without any visuals, with one in four finding visuals in these moments to be more of a distraction than anything else.

For pharma brands looking to engage a more focused, attentive audience, audio-first (or audio-only) messaging is the way to go.

Digital Audio Should Be a Staple in Every Pharma Marketer’s Media Mix

With consumers spending so much of their time with streaming music and podcasts, pharma marketers can’t afford to miss out on SiriusXM Media’s highly engaged, qualified audience. Our unmatched scale, deep pharma insights, and brand-safe environments offer the perfect formula for breaking through the noise.

It’s time to amplify your pharma messaging. Let’s chat.

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