The trend: Direct-to-patient models are becoming more established among pharma companies, with many programs spanning multiple drug brands using a hybrid approach to guide patients toward the most affordable way to pay for their prescribed medication, according to a new Phil, Inc. survey of life sciences professionals.

Zooming out: Pharma’s direct-to-patient models connect consumers with prescription medications through drugmakers’ online platforms that facilitate telehealth consultations, prescribing, and pharmacy fulfillment. For example, Eli Lilly’s LillyDirect links patients with telehealth providers, reduced pricing for drugs like Zepbound, and home delivery services.

Among surveyed pharma companies with established direct-to-patient programs:

• 42% cover multiple prescription drug brands, compared with 16% covering a single brand.
• 63% use hybrid models that guide patients toward cash-pay or insurance options, the most common setup.

Why it matters: Many pharma companies are looking to position themselves as trusted resources throughout the patient treatment journey, rather than simply manufacturers of prescribed medications. Historically, drugmakers have played a limited role beyond prescribing, leaving insurers, pharmacies, and providers to handle medication access and patient support.

Direct-to-patient programs give drugmakers a more active role in helping patients start and stay on treatment, building relationships through branded platforms that extend beyond the initial prescription. While most manufacturer-owned platforms are relatively new and lack publicly available outcomes data, Phil’s survey found that programs are primarily measured by patient satisfaction, refill adherence, and treatment initiation.

Meanwhile, hybrid models recognize that patients’ access needs vary and can change over time. Depending on their insurance coverage, patients may also find that cash-pay prices are lower than their out-of-pocket costs with insurance, creating confusion over which option is best. By combining cash-pay discounts with guidance on insurance coverage and savings programs, drugmakers can help patients navigate these choices and maintain access to treatment.

Implications for pharma brands and marketers: The opportunity for drugmakers is to make branded platforms a reliable destination for practical treatment support and other patient-focused resources rather than simply another channel for drug promotion. Consumers often have unfavorable views of pharma companies and their advertising, making it important for direct-to-patient platforms to address patients’ biggest challenges, including:

Pricing transparency: Show the full cost of treatment, including how introductory discounts may change over time, rather than promoting a low starting price that patients can't sustain.

Unbiased affordability guidance: Clearly explain when using insurance, a manufacturer savings card, or a cash-pay discount would be most advantageous, and deploy navigators to help patients deal with prior authorizations and denials.

Realistic treatment expectations: Provide balanced information about medication effectiveness, potential side effects, and the importance of ongoing telehealth visits for Rx management.

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