GSK, Amgen and AstraZeneca Lead the Pack in Trinity’s 2025 Digital Marketing Competency Report

WALTHAM, Mass.--(BUSINESS WIRE)--Trinity, a leader in global life sciences commercialization, today announced the release of its 5th Annual TGaS Digital Marketing Competency Report, a three-part series benchmarking the digital marketing presence of more than 150 biopharma brands. The 2025 edition reveals a significant leap forward in the industry’s digital sophistication, with a 19% increase in Proficient brands and a surge of innovation in patient engagement strategies.

The report ranks each brand on a scale from Transformational to Novice, evaluating over 100 characteristics spanning omnichannel presence, patient-centricity, and digital execution. The top-ranking Transformational brands in 2025 include Hemlibra (Genentech), Trelegy (GSK), Arexvy (GSK), Tezspire (Amgen & AstraZeneca), and Mavyret (AbbVie), each recognized for redefining what digital excellence looks like in life sciences.

Key Insights From the 3-Part Series

• Diversification Beyond Traditional Platforms: A 112% increase in brands integrating Reddit into their social media strategy marks a shift away from heavy reliance on Facebook and Instagram, signaling the industry’s appetite for more authentic, community-driven engagement.
• Direct-to-Consumer Access Takes Hold: Leading brands are exploring Direct-to-Consumer Access strategies to reshape engagement, shortening the distance between patients, caregivers, and manufacturers.
• Advancing Digital Maturity: The proportion of Proficient brands rose by 19%, indicating growing digital maturity and more cohesive omnichannel execution across the sector.
• Transforming the Patient Experience: Many brands are now moving beyond treatment awareness to foster a new era of patient connection, creating personalized experiences that integrate wellness, behavioral insights, and long-term engagement.

“Digital innovation in life sciences is accelerating at a pace we’ve never seen,” said Jerry Luciano, Vice President, Omnichannel Marketing at Trinity. “This year’s report highlights how pharma brands are not only advancing in their digital maturity, but also transforming how patients experience care – through deeper, more human-centered engagement.”

About the Study

The TGaS Digital Marketing Competency Report empirically measures patient-centric engagement and digital performance across key therapeutic areas. Leveraging both manual and AI-assisted data validation, the study provides life sciences brands an unparalleled view into their competitive positioning and areas for growth. New in the 2025 edition, expanded analysis explores Direct-to-Consumer models, evolving social media trends, and cross-industry benchmarks that compare pharma leaders to consumer brands beyond healthcare.

A summary of the report, including the ranking of all 150+ biopharma brands, is available for download here. The full report, featuring detailed channel analysis and benchmarking, is available to members of the TGaS Omnichannel Marketing Network.

About Trinity
Trinity powers the future of life sciences commercialization through the fusion of human and artificial intelligence. By blending deep therapeutic expertise and trusted human ingenuity with a purpose-built technology platform, Trinity accelerates clarity and confidence at every step of the commercialization journey—from pre-launch to scale to loss of exclusivity. For more than 30 years, the world’s leading pharmaceutical, biotech, and medtech companies have relied on Trinity’s foresight, execution, and partnership to deliver confident product launches, decisive market advantage, and measurable patient impact. For more information, visit Trinity Life Sciences at www.trinitylifesciences.com.