The Winds of Change are Blowing: Pharma Goes Direct to Patients
- SAKS Health
- Jan 28
- 3 min read
The Northeastern US is experiencing a frosty start to 2026, complete with a few winter storms that have featured some heavy winds. Commercialization in the pharmaceutical industry is also currently being shaped by winds of change. For the past several decades, the delicate dance among drugmakers, payers, pharmacies, and middlemen defined how Americans obtained their prescriptions. Now, a growing number of pharmaceutical companies are offering patients a chance to purchase medicines directly from the manufacturers themselves.
Direct-to-patient (DTP) sales have gained momentum as industry leaders seek to reshape both pricing and distribution. Companies such as Eli Lilly, Pfizer, Novo Nordisk, AstraZeneca, Boehringer Ingelheim, and Novartis have introduced or expanded platforms that allow patients to sidestep traditional supply chains and order medications online, frequently paired with telehealth services and home delivery. Many of our other client partners have indicated similar directions being evaluated by their leadership teams as they plan their business strategies over the next 3, 5, or 10 years.
A major driver of this shift lies in the fact that the current system is often opaque and can be expensive for patients. Pharmacy benefit managers (PBMs) that negotiate rebates between insurers and manufacturers have been criticized for securing discounts without sharing their savings with patients. In response, drug companies are introducing portals that focus on transparency and direct access. For example, in November of last year Novartis introduced a DTP platform that offers cash-paying patients prescribed Cosentyx® (secukinumab) the option to purchase it at a 55% discount off the list price.
Eli Lilly’s LillyDirect and Pfizer’s PfizerForAll are typical of this DTP model. These portals include telehealth consultations with prescription fulfillment. The Wall Street Journal recently reported that early data suggest substantial uptake. In some cases, a significant portion of prescriptions for popular drugs like weight-loss medications have shifted through these channels.
In bypassing intermediaries, advocates of DTP platforms argue that drugmakers can offer more consistent pricing and lower barriers that cause delays or inflate out-of-pocket costs. Some programs automatically apply savings programs when patients purchase through the manufacturer’s portal.
Yet some health policy experts caution that DTP programs may introduce new complexities in care coordination. Critics worry about the potential to confuse patients, especially if telehealth evaluations prioritize sales over the complexities of clinical diagnosis and care. In addition, payers and PBMs may see their roles challenged as manufacturers capture increased levels of patient data and enhance their relationships with consumers.
Still, the appetite for DTP options appears robust. In September of 2025 ixlayer reported the results of a survey of pharma leaders and found that 94% of pharma are either running (43%), planning to launch in the next twelve months (30%) or exploring (21%) a DTP program. And only 6% have no current plans for a DTP program.
As we watch how the winds of change are shaping the pharmaceutical industry, one thing is clear: the age of indirect channels dominating prescription access is being tested. Whether DTP platforms will deliver on their promise of affordability and better patient experience remains an open question. And regardless of the outcome, we at SAKS Health will remain steadfast in our work of partnering for Better Healthcare Tomorrow™.