Modernizing market access and patient support services: Q&A with Cam Olig
New survey highlights growing demand for better patient access.
The pharmaceutical industry is increasingly looking for new ways to improve patient access, reduce affordability barriers, and simplify the path from prescription to therapy.
In a recent Q&A with Pharmaceutical Executive, Chief Commercial Officer Cam Olig discussed the results of an industry survey examining market access challenges, patient support services, and the growing interest in direct-to-patient models. The conversation explores how pharmaceutical leaders are responding to mounting pressure from gross-to-net economics, coverage restrictions, and administrative complexity.
According to the survey, nearly 40% of pharmaceutical respondents expect to pursue direct-to-patient access and fulfillment models within the next two to three years, signaling growing interest in approaches that create a more direct connection between manufacturers and patients.
In the interview, Olig emphasized the importance of bringing greater transparency to the prescription experience while patients are still at the point of prescribing.
“Technology can move a reactive model to a proactive one,” Olig explained, describing a future where patients can see pricing, pharmacy options, and fulfillment pathways before leaving the provider’s office.
For Prescryptive, these findings reinforce a broader industry shift toward consumer-centric healthcare experiences that reduce friction, improve affordability, and help patients start and stay on therapy.