Chip discusses how Direct-to-Patient (DTP) models can transform the manufacturer access model for prescription therapies. He argues that a tech-plus-touch, end-to-end approach can improve patient access, protect manufacturer economics, and increase brand trust and loyalty.
Learn more about Gifthealth.
Read on for Chip's insights.
Direct-to-Patient: Transforming the Manufacturer Access Model
By Chip Parkinson, CEO, Gifthealth
DTP offers the opportunity for a new era of unified prescription journeys which work for patients, prescribers and manufacturers. But with industry adoption increasing, it is important to understand the potential challenges with implementation—and how to overcome them.
Introducing Gifthealth
The driving mission behind why we founded Gifthealth is that we believe nothing should stand in the way of better health. But patient expectations have changed and the pharmaceutical industry is struggling to keep up. Patients today want a streamlined, eCommerce experience. Too often, though, they are faced with long delays, high costs, and support which fails to meet them where they are. This erodes trust, lowering brand loyalty, and risks high drop-off rates.
That is why Gifthealth uses a tech-plus-touch approach to truly redefine the patient journey. We have created a seamless experience connecting manufacturers, prescribers, and patients in ways the traditional system never could. In short, we help patients start on treatment faster and stay on treatment longer, improving health outcomes while also protecting the manufacturer's bottom line.
Built for Manufacturer Control
When manufacturers spend billions of dollars bringing a new treatment to market, they want people to be able to access that treatment. DTP has the potential to rapidly improve patient access. However, there are common challenges that can stop platforms from reaching their full potential.
If a partner does not understand the specialty pharmacy world programs are moving away from, they cannot build an effective DTP infrastructure to replace it. This can also lead to simply repeating the mistakes of the past. If manufacturers are still left with fragmented infrastructure or a lack of real-time data visibility, it results in slower interventions, a loss of transparency, and ineffective support–all of which have a knock-on effect on brand performance.
Another issue is that some platforms offer an alternative solution to coverage challenges but do not necessarily solve manufacturer challenges with gross-to-net economics. This can lead to confusing experiences for patients on federally-funded programs like Medicare.
What is needed is a true manufacturer solution–not simply a consumer workaround. The Gifthealth platform is a compliance governed, data transparent, end-to-end platform which is not restricted to cash programs. Unlike other platforms on the market, it is built for manufacturer control.
End-to-End Prescription Solutions
Gifthealth offers an end-to-end solution from intake to delivery and adherence. Instead of having to piece together fragmented data, our DTP platform offers real-time visibility and localized insights across the prescription lifecycle.
API-driven orchestration replaces unclear, manual processes with timestamped steps that are verifiable and auditable. Automatic benefit verification confirms insurance eligibility and patient out-of-pocket cost in real time–accelerating time to therapy while protecting continuity. Automatic routing balances affordability and manufacturer margins with real-time prescription pricing and routing logic to instantly identify the best-fit fulfillment path. All of this is supported by fulfillment visibility which offers real-time insights into every prescription event, empowering brand teams to proactively address access barriers, optimize outreach, and make faster, data-driven decisions.
Proven Quality at Scale
A common criticism of DTP used to be that it could not be delivered at scale. Gifthealth was the first to decisively disprove that theory. To date, we have served more than seven million patients and have more than 175,000 prescribers across multiple specialties nationwide. Maintaining quality for patients, prescribers, and manufacturers has been crucial throughout this growth.
Gifthealth has a customer satisfaction rating of over 90% compared to 77% industry-wide and dispense rates 50% higher than industry averages. Last year's acquisition of Occam Health Services has only enhanced our offering, merging Gifthealth's technology-first platform and Occam's high-touch hub expertise to create the industry's largest and most versatile digital access solution.
With Gifthealth, you can deliver the type of quality patient experience which builds brand trust and loyalty every time, increasing days-on-therapy and refills.
A Unified Prescription Journey
DTP is now an essential capability, proven at scale, with the ability to unify access, fulfillment, and patient services into one seamless solution. However, we must not repeat the mistakes of the past and allow it to become another fragmented system which fails to deliver for patients, undermining trust and brand performance.
Gifthealth offers manufacturers the opportunity to create truly frictionless, direct, and transparent prescription journeys, delivering a quality patient experience which builds brand trust and loyalty. This is not about tweaking a broken system—it's about transforming it.
Learn more about Gifthealth.
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 Marie Caldwell (mcaldwell@hmpglobal.com).
No comments:
Post a Comment