Beyond the Headlines: How to Cut Through the Noise and Put Patients First
The TrumpRx announcement, an initiative to launch a direct-to-consumer website where patients can buy prescription medications at discounted prices, is the latest in a series of sweeping policy and market shifts reshaping how patients access their medications. With so many initiatives emerging, it can feel like every day brings a new headline, making it harder to see what really matters. For pharmaceutical manufacturers, the key is to step back, assess your patient population carefully, and implement a product access strategy built for long-term success – one that prioritizes patient needs while supporting the brand objectives and budget.
The challenge is not whether Direct-to-Patient models work – they clearly do – but determine if it is the right fit for patients. Patient support services are not about chasing the newest model or responding to policy shifts in isolation – they exist to meet people where they are, in the way they want to be supported.
While Direct-to-Patient Models are not new, the recent surge reflects a convergence of market forces: the rise of high-deductible health plans, the increasing gross-to-net bubble, frequent insurance denials and prior authorization delays, growing demand for price transparency, the Most Favored Nation Executive Order and the other strategies the current administration has deployed to address drug pricing. Together, these factors have reshaped the patient access landscape, making thoughtful patient support program design more important than ever.
At Valeris, we work with our partners to test program concepts and drive to clarity the type of patient support model that makes the most sense for your respective patient community and unique product attributes. For Direct-to-Patient programs specifically, we focus on seven critical factors:
- Digital Access & Consumer Readiness
- Market Size & Patient Persistence
- Route of Administration Logistics & Degree of Clinician Involvement
- Regulatory Simplicity
- Patient & Margin Economics
- Channel Diplomacy
- Potential Impact to Best Price
These seven factors provide a clear framework for assessing a DTP model. But the real measure of success is how patients experience support.
The right support at the right time can make a meaningful difference in how patients start and stay on therapy.
“I received a call from a Case Manager welcoming me to the support program. I was so relieved to have someone guide me through the process – it made me feel like I wasn’t alone.”
From a patient survey across a mid-size pharmaceutical company supporting an oral oncology therapy.
“This process is wonderful. This program has been a life-saver!”
From a patient survey across a cash pay program setup for consumer health driven, retail product.
These examples underscore a central point: seek to understand the real-world challenges patients face and create solutions that make their treatment journey smoother through a simpler and more manageable design. A thoughtfully tailored direct to patient gives patients confidence, peace of mind and the ability to focus on what matters most – their care.
In a market flooded with announcements and policy changes, cutting through the noise requires more than experience – it requires insight, foresight and a partner who can translate complexity into strategies that work. At Valeris, we partner with manufacturers to evaluate opportunities, test program concepts, and design patient services solutions that deliver meaningful outcomes for patients while supporting product and program objectives.
Connect with our team to go beyond the headlines and navigate today’s evolving landscape with confidence. Together, we can design patient services programs that put patients first, simplify access, and create meaningful, lasting impact.
Please submit the form below to view this resource.