Pharma brands are slow to transition from a brand-centric narrative to a patient-centric one and accommodate current users who are accustomed to higher levels of access and service. Leading brands address the discrepancy by not only investing in advanced desktop and mobile site navigation tools, but also by ensuring coordinated multichannel experiences via non-universally utilized initiatives on social media and email. Ultimately, winning brands make the most out of their display ads and paid search efforts through efficient ad placement and budget deployment on nonbranded search terms.