Direct to Patient

In just two years, Direct-to-Patient (DTP) drug delivery models have gone from a niche offering in specific disease areas to the hot new trend in the pharma landscape. It seems like each month fresh announcements of DTP programs for major pharmaceutical brands are making headlines. DTP programs don’t just deliver medication, they put the power in the hands of the patient. Patient demand drives the DTP journey—from telehealth diagnosis, to virtual prescription, to accessible and transparent pricing, patients can take control of their health without ever leaving their home.

Despite the hype and rapid boom, activating a DTP offering takes significant effort and a variety of barriers must be overcome. Companies must navigate challenges with drug safety, data security, supply logistics, patient experience, interoperability, and more. DTP networks are more than just a trend, they are a significant investment with real risk. Stakeholders need to be armed with the right knowledge and expectations to plan wisely.

To achieve the wide variety of capabilities that a DTP offering requires is beyond any one stakeholder. Instead, DTP ecosystems are emerging with specialized components to address each challenge. Telehealth vendors provide polished UX for quick, easy diagnosis and prescribing, while payment processing companies work to keep the backend smooth from benefits checks to copay cards. Fulfilment partners ensure that drugs are delivered rapidly and safely across the country, and patient support services work to ensure that any patient issues are rapidly resolved.

DTP offerings at this scale and degree of scrutiny offer new and unique challenges to stakeholders throughout the health care landscape. Capitalizing on this opportunity will require decisive but calculated action, and there is no established playbook. Success in this arena will be achieved by innovation and asymmetric thinkers who can apply strategic expertise to novel scenarios.