Q&A: How direct access and transparency close the patient gap
For decades, pharmaceutical companies have relied on a complex network of intermediaries to help patients access medications. But as affordability challenges grow and patient expectations evolve, many industry leaders are questioning whether the traditional path to therapy still works.
In a recent interview with Pharmaceutical Commerce, Prescryptive Chief Commercial Officer Cam Olig discussed why market access teams are increasingly exploring new approaches that simplify the journey from prescription to therapy.
The conversation follows new industry survey data showing that gross-to-net pressure, affordability concerns, and administrative barriers remain among the top challenges facing pharmaceutical manufacturers. Nearly 40% of pharma respondents indicated they expect to pursue direct-to-patient access and fulfillment models within the next 24 to 36 months.
According to Olig, these trends are connected.
“GTN pressure is exposing the limits of the current system, and the move toward direct models reconnects price, access, and the patient,” Olig explained. “What we’re seeing is a shift from trying to optimize within a complex system to exploring approaches that simplify the path to the patient.”
The interview also highlights the role technology can play in creating a more transparent prescription experience. Instead of discovering costs and coverage barriers after a prescription has been written, patients can be empowered with real-time information about pricing, pharmacy options, and support programs while they are still at the point of prescribing.
For Prescryptive, this reflects a broader shift toward consumer-centric healthcare. Patients increasingly expect the same transparency, choice, and digital convenience from their prescription experience that they receive in other aspects of their lives.