The case for direct-to-patient (DTP) has been clearly made. It unifies the prescription journey, creating a frictionless, branded experience which benefits patients, providers, and manufacturers. Gifthealth has served more than seven million patients, proving definitively that DTP can be delivered at scale. The question now is not whether to pursue DTP but how to execute it without failure.
To successfully implement DTP, pharma commercial teams need to pick the right partner, set the right expectations, and avoid the structural failure modes that cause DTP programs to stall between intent and first fill. Those that do will remain competitive as consumer and regulatory expectations rise. Those that do not will be left behind.
Why DTP Programs Fail
Done correctly, DTP helps patients start treatment faster and stay on therapy longer, delivering better outcomes for brands and providers alike. However, there are some common pitfalls which can halt DTP success in its tracks.
The first is failing to secure the right partner. If a DTP developer does not understand the limitations of specialty pharma, they cannot overcome them.
Fragmented infrastructure, a lack of real-time data visibility, and poor first-fill conversion are also all common issues which can threaten effective implementation. When manufacturers are left piecing together fragmented data and processes it results in data delays, slow interventions, and a loss of transparency. If patients are not supported at the right time on their prescription journey, adherence rates decline, refill success drops, and prescriber confidence is eroded. All of this has a knock-on effect on brand performance.
It is vital that DTP platforms do not repeat the same mistakes of the past. Success relies on integrated models that combine tech, real-time data, and human support. By meeting people where they are and helping them achieve their desired health outcomes, we can also improve brand performance.
What to Look For in a DTP Partner
Successful implementation of DTP from an operational perspective requires single-partner platforms which provide a unified journey from intake to delivery and adherence. Pharma commercial teams should look for the following features:
- API-driven orchestration which replaces unclear, manual processes with timestamped steps that are verifiable and auditable.
- Automatic benefit verification that confirms insurance eligibility and patient out-of-pocket cost in real time, accelerating time to therapy while protecting continuity.
- Affordability routing that balances affordability and margin with real-time prescription pricing and routing logic to instantly identify the best-fit fulfillment path.
- Fulfillment visibility which offers real-time insights into every prescription event, empowering brand teams to proactively address access barriers, optimize outreach, and make faster, data-driven decisions.
However, successful implementation is not just about technical specifications. It is also about working with partners who have in-depth knowledge of specialty pharmacy and are building platforms specifically designed to eliminate its failure modes. An effective partner knows what good looks like from both sides – the specialty pharmacy world programs are moving away from, and the DTP infrastructure being built to replace it.
Implementation should also include a clear set of expectations. DTP is not a “nice-to-have” add-on. It is a measurable infrastructure which can transform the prescription journey.
The DTP Evolution
The pharma industry has accepted that DTP is the future of prescribing. Proven at scale, it unifies access, fulfillment, and patient services into one seamless solution. The next battleground is successful execution.
Models which repeat the mistakes of the past will underperform and fail to deliver on the potential of DTP. Successful implementation requires the right partner, a truly unified approach, and the commitment to replace a broken system. This is not about small improvements to the prescription journey – it is about transforming it.
Listen in…
Want to know more about how DTP is reshaping pharma's commercial strategy? From June 1, listen to the Fierce Pharma podcast featuring Gifthealth Chief Commercial Officer Jeremy Richardson.
Jeremy has spent his career at the intersection of specialty pharmacy and pharmaceutical commercialization — and he's seen firsthand where the traditional model breaks down for patients.
As Chief Commercial Officer at Gifthealth, Jeremy is helping build what comes next: a DTP platform that has guided more than seven million patients through their prescription journey. He'll make the case that for pharma commercial teams, the question is no longer whether to pursue DTP, but how to unlock its full potential.