Three-quarters of consumers are interested in DTC drug sales — but even more still have concerns
A recent survey reported by Fierce Pharma shows that while many U.S. consumers are receptive to purchasing prescription drugs directly from manufacturers, substantial concerns remain about how these models will work in practice.
Key findings include:
- 72% of U.S. adults aged 25 and up said they were “somewhat” or “very” likely to use a direct-to-consumer (DTC) drug-sales service.
- Fewer than 1 in 4 (22%) of those surveyed said they had ever used a pharma manufacturer’s DTC offering.
- A large majority—86%—said they have concerns about buying medications directly from drug-makers. The top worry: 58% of respondents said insurance coverage could be problematic in a DTC cash-pay scenario.
- Cost remains the largest motivator: nearly three-quarters said lower drug costs would increase their willingness to use a DTC platform. At the same time 40% said they had skipped or delayed prescription fills due to financial concerns.
- Another survey from ixlayer found that pharmas, too, are very interested in setting up DTC platforms, with more than 90% saying they’re already running a direct-to-patient program, planning to launch one within the next year or actively exploring the idea.
Why it matters for pharma brands and DTP infrastructure providers like ixlayer
The survey highlights an important inflection point: consumers are open to innovative distribution models, but the promise of direct-to-patient (DTP) engagement hinges on solving the concerns they still hold: insurance compatibility, trust in fulfillment, pharmacy access, and prescription validity.
For brands, this means that simply launching a DTC channel is not enough. Success will require:
- Transparent integration with insurance or cash-pay models
- Reliable fulfillment and delivery mechanisms
- Clear verification of prescriptions and provider-independent oversight
- Data capture and oversight that ensures patient safety and experience
At ixlayer, our view aligns with this: DTP must be anchored in patient experience and trust, not just the novelty of bypassing traditional channels. When done right, DTP becomes more than a distribution toggle, it becomes a strategic path to reduce friction, improve adherence, and deliver measurable outcomes.
Read ixlayer’s EOY research report: Closing the Awareness Gap: What Pharma Executives and Patients Expect from Direct-to-Patient Programs in 2025
Read Fierce’s coverage of ixlayer: https://www.fiercepharma.com/marketing/three-quarters-consumers-are-interested-dtc-drug-sales-even-more-still-have-concerns
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.
