In this article, eMarketer offers recommendations to pharma marketers looking to reach patients of different age ranges based on data from the 2026 MARS Consumer Health Study. While younger patients are open and responsive to ads, less than half of those 65 and older discuss new medications with their physician, suggesting lower confidence to initiate discussions or change that could benefit from more individualized messaging. Read the full article for more insightful data points and key takeaways.