Every story about direct-to-patient is a story about price. LillyDirect, NovoCare, TrumpRx — the discount is real, and it's not the point. A competitor matches price tomorrow. What compounds is a first-party, full-journey view of your own patients: ad to refill, no lag, nowhere for the leak to hide. And as direct-to-employer and direct-to-payer bring covered patients through the same door, that advantage stops being affordability and becomes reach.

The technology works. The adoption hasn't. Here's where it breaks, where it's working, and what to do about it.

The vendors who win the next pitch will be fluent in AI and quiet about it — because by now, the word itself tells a client nothing. AI is the how, not the headline.