Josh examines how hub models are evolving under mounting commercial, operational, and technological pressures. He argues that the next generation of patient services will be defined not by a single model, but by adaptability and shared strategy.
To learn more, download Cardinal Health’s latest hub evolution insights from its two-year trend archive: 2026 insourcing and outsourcing trends for patient hubs.
Read on for Josh’s insights.
Time to Evolve: Hubs Flex to New Demands
By Josh Marsh, Vice President and General Manager, Sonexus™ Access and Patient Support, Cardinal Health
Today, manufacturers are pressure testing old models against new realities. As technology, patient expectations and payer dynamics evolve, organizations are rapidly adjusting their in-house, out-of-house and hybrid hub setups.
While many are discussing hybridization and technology shifts at a high level, the Sonexus™ Access and Patient Support team has spent the past two years actively executing these shifts and building models that increase control for manufacturers.
There is still a great deal of change ahead as this next generation of patient services takes shape. One thing is clear: Hub evolution demands flexibility.
Hub models will continue to evolve
Patient support strategies continue to evolve as manufacturers seek different models that best serve their needs for data ownership, control, efficiency and scale.
This was evident in a follow-up survey we did recently. First, manufacturers have felt increasing pressure to move some hub activities in-house:
Manufacturers feeling pressure to insource hub activities
Meanwhile, manufacturers are increasingly confident in their own abilities to handle those insourced functions—a sign that they’re getting better at refining these evolving models.
Confidence in insourced hub activities
Because this is our second industry survey over a two-year period, these shifts show not only where sentiment stands today but how it has changed over time. This gives manufacturers a more complete view of why the landscape is moving.
Even hybrid models are shifting. Recently, manufacturers have been tweaking their hybrid models as they encounter new opportunities, such as managing case managers and CRM ownership in-house. New technology and AI capabilities now make it easier for organizations to choose the combination of solutions that best aligns with their strengths.
Manufacturers are also becoming less confident that their current vendors can help them transition selected functions in house. Their confidence has decreased since 2024.
Confidence in vendors’ support of in-house transitioning
I’ll reiterate what I said last March, “Hub vendors invested in your success don’t see insourcing as a threat but an opportunity to work together in a new way.” When vendors take that approach, launches and transitions become smoother, and day to day operations stay consistent.
A shared strategy for hub success
There is a reason I tell clients, “Your strategy is our strategy.”
Sometimes that yields more business, and sometimes it yields less. But it is always 100% focused on a seamless patient experience.
The right collaborator is defined by adaptability. Vendors must be able to succeed in any operating environment, even when that environment runs counter to their own business model or historical ways of working.
In practice, that flexibility may look different depending on what the manufacturer needs:
- Fully outsourced model: full service support, integration and data reporting
- Hybrid model: selected functions or services, including specialized non‑commercial pharmacy offerings and technology solutions that complement manufacturer‑managed components
- Fully insourced model: data‑informed guidance and targeted capabilities that strengthen internal teams
Equipping manufactures with tools, not just answers
The vendors best suited to today’s environment are those that can support a smooth transition. This often means moving from a fully outsourced model to a hybrid approach, although not always.
We have a unique perspective on this, having just transitioned one of the largest single-brand hubs in the industry for a high-volume, multi-indication biologic.
Experiences like this shape our flexible approach. Manufacturers continue choosing Sonexus™ Access and Patient Support because we are willing to support hybrid or insourced programs when that is the best path forward. This is the foundation of our single service solution model, which offers access to stand alone technologies and our non commercial pharmacy infrastructure.
Consider it a tools-to-succeed model. This approach is not about locking manufacturers into our platform. It is about equipping them with the tools and internal capability to operate independently when needed while still offering consultative support. It delivers near term results and long term sustainability.
Your strategy is our strategy
Hub models have changed and will continue changing. If your vendor can’t embrace your strategy as their own, it might be time to transition.
Download the latest hub evolution insights from its two-year trend archive: 2026 insourcing and outsourcing trends for patient hubs.
Sponsored guest posts are bylined articles that are screened by Drug Channels to ensure a topical relevance to our exclusive audience. The content of Sponsored Posts does not necessarily reflect the views of HMP Omnimedia, LLC, Drug Channels Institute, its parent company, or any of its employees. To find out how you can publish a guest post on Drug Channels, please contact Paula Fein (paula@DrugChannels.net).
No comments:
Post a Comment