Direct-to-patient (DTP) strategy for pharma

Direct-to-patient programs are the fastest-moving channel in pharma. LillyDirect, NovoCare and TrumpRx turned manufacturer-to-patient sales from an experiment into an expectation, and most brands now have a program or a plan for one.

Getting a DTP program live is the easy part. These perspectives cover what comes after: who should own it, how to promote it, how to measure it against new patient starts, and how multi-pay models bring covered patients through the same front door. They also cover what most coverage misses, the first-party patient data a direct channel creates.

Kairos Meridian advises pharma brands on DTP strategy, patient experience and performance across marketing, market access, patient services and the partners that make a program run.