Direct-to-Consumer Models: Enabling Direct Access to Consumer Healthcare Services

Consumer healthcare is witnessing a paradigm shift 

The consumer healthcare landscape is witnessing a paradigm shift, driven by the rapid rise of Direct-to-Consumer (DTC) models that enable patients to access healthcare services more easily, quickly, and personally than ever before. By leveraging digital ecosystems including telemedicine platforms, wearable devices, mobile health applications, online pharmacies, subscription-based care, and e-commerce infrastructure DTC models are redefining traditional healthcare delivery and bypassing conventional intermediaries. This transformation improves patient access and operational efficiency but also creates challenges around compliance, data privacy, and supply chain complexity, requiring new sourcing, strategic levers, and partnership frameworks aligned with a consumer-centric healthcare model. This blog explores the outsourcing strategies, implications and companies initiative shaping the future of DTC consumer healthcare services. 

Policy reforms, digital innovation, and changing patient expectations 

The U.S. pharmaceutical landscape is rapidly evolving through policy reforms, digital innovation, and changing patient expectations. In 2025, the Trump administration promoted DTC and DTP (Direct-to-patient) pharmaceutical distribution models through MFN pricing initiatives [1] and the launch of TrumpRx.gov to improve drug affordability and consumer access [2]. Under this initiative, Pfizer announced substantial price reductions across several products: Duavee (menopause treatment) will be offered at $30, representing an 85% discount [3], Eucrisa (eczema treatment) at $162 (80% reduction); and Toviaz (for overactive bladder) at $42 (85% discount). Additional discounts include Abrilada (-60%), Xeljanz (-40%), and Zavzpret (-50%), collectively broadening access to key therapies [4].  

Industry players such as AssistRx are supporting DTC adoption across life sciences organizations amid growing pricing pressures from the Inflation Reduction Act (IRA). At the same time, patients increasingly expect convenient, retail-like healthcare experiences and are more willing to pay out-of-pocket for accessible therapies. As a result, pharmaceutical companies are rapidly expanding DTC and DTP strategies to strengthen patient engagement, improve affordability, and enhance market access. 

Recommendations for Outsourcing (Strategic Levers)

Table 1: Strategic Levers, Description and Implication 

Strategic Lever	Description	Outsourcing Implications
Platform Integration	Integrated digital ecosystem enabling seamless care delivery and fulfilment.	Partner with SaaS vendors offering interoperable digital platforms.
Consumer Experience & Engagement	86% of consumers would pay more for better experience; 82% expect digital options; 54% would switch providers) [5].	Engage healthcare-focused UX, digital marketing, and patient experience agencies.
Regulatory & Compliance Management	Oversight of cross-border, telehealth, and data privacy compliance (HIPAA, GDPR). (15% cite data privacy concerns; 65% face barriers in telehealth use) [6].	Collaborate with global regulatory consultants and compliance outsourcing specialists.
AI & Data Analytics	Integrated data enables personalization and predictive insights, with 66% of consumers expecting AI to reduce waiting times and costs [7].	Outsource to AI-driven analytics and cloud data firms skilled in RWE and interoperability.
Fulfilment & Logistics	DTC delivery and reverse logistics for regulated medical products.	Partners specialised in healthcare distribution, temperature-controlled shipping.
Partnership Ecosystem & Scale	Holistic service delivery. (A digital nutrition startup raised $70M in 2025; >3,000 dietitians onboard) [8].	Partner with alliance management firms to coordinate and scale multi-party networks.
Margin Preservation	Optimising cost-to-serve and efficiency under-pricing and regulatory pressure.	Partner with analytics vendors to drive savings and performance-based models.
Pricing Control and Transparency	Ensuring fair pricing and real-time visibility to build trust and compliance.	Collaborate with pricing consultants and payment tech providers.
Portfolio Strategy	Focusing on DTC-suitable therapy areas balancing commercial and patient value.	Engage strategy firms for portfolio readiness and therapy-specific planning.

Sources: Secondary Articles and Beroe Analysis

Supporting Analysis and Evidence

Table 2: Companies- Initiative, focus and Impact 

Company & Initiative	Key Capabilities / Focus	Impact
Eli Lilly – LillyDirect®	Digital pharmacy and telehealth platform offering Zepbound at $299–$499 /month [9]	Integrated DTC prescription model combining teleconsultation, delivery, and patient education.
Novo Nordisk – NovoCare® Direct Access	Expands DTC access to GLP-1 drugs (Ozempic, Wegovy) via telehealth; US $499/month vs ~US $1,050 list [10]	Promotes affordability, personalized care, and transparency.
Amgen – AmgenNow®	Direct Repatha sales at US $239/month (~60% off) list price [11]	Expands cash-pay access, reducing payer dependence.
Pfizer (PfizerForAll™) & BMS – Eliquis DTC	Offers Eliquis at 40–50% below list directly to consumers [12]	Bypasses PBMs and wholesalers to improve affordability.
AstraZeneca – DTC Pricing Initiative	Farxiga is priced at ~US $182 (70% off) for self-pay patients [13]	Advances DTC affordability and direct pricing control.
Roche – Genentech Xofluza DTC	Xofluza offered US $50 (~70% off) for cash-pay patients [14]	Aims to bypass PBMs and enhance pricing control.
Brightstar / Analyte Health	Acquisition expands virtual diagnostics and lab-based telemedicine [15]	Boosts investor participation and remote care infrastructure.
Veeva Systems – DTC CRM Platform	Integrates patient-journey and marketing data [16]	Enables real-time, data-driven personalization.
OpenEvidence	AI-driven personalized medical insights aligned with compliance.	Strengthens evidence-based self-care and informed decision-making.
Hims & Hers Health	Teleconsultation, personalized Rx, and home delivery for wellness.	Enhances access and consumer comfort in virtual care.
Ro (Roman Health)	Integrates telehealth, diagnostics, and pharmacy fulfilment.	Builds seamless, end-to-end digital care journeys.
Teladoc Health	Virtual care and chronic management using AI-driven triage.	Increases personalization and accessibility.
CVS Health	Combines retail clinics, and digital engagement.	Bridges DTC and omnichannel care, improving adherence.
Amazon Clinic	Digital consultations and Rx management via marketplace.	Expands reach and challenges traditional pharmacy models.
1mg (Tata Digital)	Online pharmacy, teleconsultation, and diagnostics in India.	Expands affordable care access in emerging markets.

Sources: Secondary Articles and Beroe Analysis

What Lies Ahead for the DTC Model – Navigating a New Healthcare Frontier

Looking ahead, pharmaceutical companies are increasingly evolving traditional DTC awareness campaigns into integrated DTP models that combine education, enrolment, and therapy fulfillment within a seamless digital experience. At the same time, Direct-to-Employer (DTE) models are emerging as alternative access pathways, enabling employers to directly contract with manufacturers for improved affordability and predictable coverage of high-cost therapies. Together, DTC, DTP, and DTE models signal a broader reconfiguration of access pathways, expanding beyond traditional payer-centric distribution toward more flexible, outcome-oriented engagement models. Beyond commercialization, DTC infrastructure is also transforming clinical research by enabling faster patient recruitment, decentralized trial execution, and stronger real-world evidence generation through direct digital engagement and first-party patient data. 

References 

​​[1] “President Trump letters: 17 most-favored-nation order,” Pharmaceutical Executive.  

​[2] S. Lupkin, “TrumpRx website for drug discounts is part of Pfizer deal,” NPR Shots – Health News, Sep. 30, 2025.  

​[3] “Trump unveils TrumpRx website and Pfizer deal,” DH Insights, 2025.  

​[4] A. Beaney, “Pfizer shakes hands with White House on drug discounts under MFN programme,” Pharmaceutical Technology, 2025.  

​[5] S. Mitchell, “Customer experience in the healthcare industry statistics,” Gitnux, 2026.  

​[6] P. Minemyer, “J.D. Power: Consumer experience with telehealth a mixed bag,” Fierce Healthcare, Sep. 25, 2024.  

​[7] Evernorth, “10 stats that demonstrate what consumers expect from digital healthcare experiences,” Evernorth, 2024.  

​[8] R. Torrence, Business Insider, “Nutrition startup Nourish lands over $1 billion valuation after Series B funding from JP Morgan Growth Equity,” Business Insider, Apr. 23, 2025.  

​[9] Eli Lilly and Company, “Lilly launches additional Zepbound vial doses and offers new patient support initiatives,” Investor News Release, 2025.  

​[10] A. K. Constantino, “Novo Nordisk offers discounted Wegovy through direct-to-consumer pharmacy,” CNBC, Mar. 5, 2025.  

​[11] Yahoo Finance, “Amgen unveils new DTC program, cuts cholesterol drug price by 60%,” Yahoo Finance, Oct. 7, 2025.  

​[12] Bristol Myers Squibb and Pfizer, “Bristol Myers Squibb and Pfizer announce direct-to-patient Eliquis option,” Press release, 2025.  

​[13] M. Fick, “AstraZeneca to cut some direct‑to‑patient US drug prices after Trump demand,” Reuters, Sep. 26, 2025.  

​[14] P. Wingrove, “Roche to sell flu pill for $50 to cash‑paying US patients,” Reuters, Oct. 16, 2025.  

​[15] “Brightstar Capital Partners acquires Analyte Health,” Brightstar Capital Partners, 2025.  

​[16] Veeva Systems, “Veeva CRM Suite,” Product page.