Direct-to-patient (DTP) programs are no longer experimental. According to a new 2025 survey conducted by ixlayer and The DHC Group with pharmaceutical executives, nearly three-quarters of pharma companies are either running or actively planning to launch DTP initiatives within the next year. The data underscores a growing recognition: patients expect more direct, seamless healthcare experiences, and pharma has a role to play in meeting those expectations.

Patient Experience is the Priority

Half of respondents said the primary purpose of DTP is to improve the patient experience, ahead of fulfillment, marketing, or data collection. This represents a clear shift from transactional goals to patient-centered outcomes. The most valuable features identified by executives—digital pharmacy solutions, virtual consults with healthcare providers, and easier access to diagnostics—all map directly to reducing friction in patient care.

The Challenges: Compliance and Cost

Despite the momentum, barriers remain. Compliance and legal concerns were cited as the top challenge to launching DTP programs (45%), followed by budget limitations and internal alignment. Respondents also flagged cost as a sticking point—both for pharma companies and for patients themselves. 

DTP as a Solution to DTC Inefficiencies

The survey also highlights how barriers to care impact the effectiveness of traditional DTC advertising. High patient costs, prior authorization hurdles, and fragmented care experiences reduce DTC ROI. Executives believe DTP models can close these gaps by connecting awareness campaigns to actionable services like telehealth, lab testing, and digital fulfillment—transforming marketing spend into measurable patient outcomes.

What Defines Success?

When asked how they measure DTP success, executives pointed to a mix of commercial and patient-centric outcomes:

• Acceleration of time to treatment: 25%
• Improved patient experience: 19%
• ROI and revenue impact: 17%
• Increased brand loyalty and reputation: 9%

This balance reflects pharma’s challenge—and opportunity—in designing programs that are both compliant and sustainable while genuinely easing the patient journey.

Looking Ahead

Half of pharma leaders expect DTP to become standard practice across the industry within five years, and nearly as many say it will be common in select therapeutic areas. While recent Senate scrutiny has raised questions about pharma’s role in telehealth, many executives argue that DTP fills gaps traditional healthcare cannot—so long as clinical decisions remain independent and marketing is transparent.

At ixlayer, we believe these findings validate what we see daily: patients want simpler, more connected care experiences, and pharma companies are ready to deliver them. The next phase is about execution—building programs that are patient-centric, compliant, and measurable at scale.

About ixlayer

ixlayer has the only end-to-end, direct-to-patient platform built for biopharma and optimized for patient choice. We help biopharma companies connect with patients from testing to treatment with speed, transparency, control and impact.