Fierce Pharma Highlights How Direct-to-Patient Programs Are Becoming Standard Practice
Fierce Pharma recently spotlighted findings from ixlayer’s latest survey of biopharma executives, revealing that direct-to-patient (DTP) programs are rapidly becoming a core part of pharma strategy rather than experimental pilots.
According to the report, 94% of pharma companies are already running, launching, or planning DTP programs. Among them, 42% have active programs, 30% plan to launch within the next year, and 21% are currently exploring the opportunity. Nearly half of respondents believe DTP will become standard across most brands within five years.
“Direct-to-patient solutions that feel simple and seamless for the patient, connect back to their doctor—or help them find one—and make pharma marketing initiatives more actionable, ultimately drive better health outcomes as well as commercial success,”
— Matthew Walsh, General Manager, Biopharma at ixlayer, speaking with Fierce Pharma
The survey, conducted by ixlayer in partnership with the DHC Group, underscores that the main driver behind DTP adoption is improving the patient experience—not just marketing efficiency. Respondents said their top success metric was whether programs accelerate time to treatment.
“Nearly every major pharma company is investing in ways to connect directly with patients,” Fierce Pharma noted, emphasizing that DTP models are now viewed as the next evolution of patient engagement.
Early use cases focus on patient support, payment assistance, and digital tools that help patients find care, while newer programs are beginning to integrate telehealth and digital pharmacy fulfillment.
“We’re seeing pharma brands re-imagine the front door to care—moving from awareness to action,” Walsh added.
The article concludes that while the DTP landscape is still maturing, momentum across the industry is undeniable. Pharma organizations that design compliant, patient-centric programs—and connect them to diagnostics, telehealth, and pharmacy—will set the standard for the next era of healthcare access.
Read the full article on Fierce Pharma: Direct-to-patient programs are in the works at 94% of pharmas, set to become ‘standard practice’: survey
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.
