Laura shares her perspective on how direct-to-consumer (DTC) strategies are evolving and the role that platforms like GoodRx can play in improving access.
Click here to learn more about GoodRx’s DTC solution for pharmaceutical manufacturers.
Read on for Laura’s insights
Pharma’s Direct-to-Consumer Future Runs Through GoodRx
Laura Jensen, Chief Commercial Officer and President of Pharma Solutions, GoodRx
The pharmaceutical industry is at an inflection point. While the science behind breakthrough therapies has never been stronger, the financial challenges and cumbersome experience of prescription drug access remain front and center. Too many Americans face heartbreaking choices like skipping doses, delaying treatment, or abandoning prescriptions altogether because of cost.
At the same time, manufacturers are navigating unprecedented scrutiny. From the Inflation Reduction Act (IRA) to proposals like Most Favored Nation (MFN) pricing, the national conversation around drug costs is reshaping the market and elevating affordability as a central priority.
This environment has fueled a new era of direct-to-consumer (DTC) engagement. Pharma brands are investing heavily in patient-facing strategies, but awareness alone is not enough. What patients need is affordability they can seamlessly find and access at the pharmacy counter.
That is where GoodRx stands apart as the most trusted platform to connect pharma manufacturers directly with patients. With a high-intent user base of millions of patients and healthcare professionals, GoodRx boasts the size and scale to transform affordability programs into measurable access and adherence.
THE RISE OF DTC IN PHARMA
DTC has long been a powerful tool for raising awareness and educating patients. But in today’s environment where insurance benefit design is becoming more restrictive, prior authorizations are more common, and patient out-of-pocket costs are steadily rising, the real measure of DTC success is whether a patient actually fills and stays on their prescription.
For manufacturers, the landscape is shifting quickly. Patients are demanding greater affordability, policymakers are emphasizing accountability, and the industry is working to reinforce relevance and deliver value in new ways. Together, these forces are transforming DTC from a traditional marketing tool into a critical driver of market access.
Delivering on that transformation requires a platform with trusted reach, seamless execution, and proven impact. As an early pioneer of the DTC movement with nearly 15 years of experience, GoodRx brings all three, helping manufacturers bring savings directly to patients at scale, with the speed and simplicity that turn affordability into a true competitive advantage.
WHY GOODRX IS THE LEADING PLATFORM FOR PHARMA’S DTC STRATEGIES
- Trusted reach: Nearly 30 million Americans and one million healthcare professionals use GoodRx each year, translating into nearly $17 billion in savings in 2024 alone. That scale and trust create unmatched visibility and impact for manufacturers.
- Fast execution: With turnkey solutions, GoodRx helps manufacturers get to market quickly, delivering real patient value without the added complexity or time required to build a solution from scratch.
- Seamless patient experience: Traditional savings programs often require portals, codes, or paperwork that frustrate patients and create drop-off. GoodRx makes affordability instant—applied at the counter in real time—removing barriers and improving adherence.
- Pharmacy-friendly model: Available at over 70,000 retail pharmacies nationwide, GoodRx ensures affordability is within reach for everyone. With GoodRx, patients can access care locally and receive all of their prescriptions seamlessly at the pharmacy they prefer.
- Financial value: GoodRx helps manufacturers recapture margin, strengthen patient relationships, and test real-world pricing strategies. Data, scale, and flexibility make patient access and business performance work hand in hand.
- Proven track record: More than 80 cash programs for brand medications have successfully launched on GoodRx, driving measurable improvements in patient access and brand performance. One leading diabetes treatment, for example, launched a cash price on GoodRx and saw over 12x lift in cash claims and a 46% reduction in reversal rate.
GOODRX DELIVERS REAL-WORLD IMPACT
GoodRx delivers measurable patient impact and financial savings. Since its founding, GoodRx has helped consumers save more than $85 billion on the cost of their prescriptions. Additionally, GoodRx research shows:
- 61% of patients reported they would have skipped or delayed filling prescriptions without GoodRx.
- 65% of patients discovered manufacturer savings programs through GoodRx.
- 74% of patients said GoodRx directly helped them afford their medication.
THE FUTURE OF PHARMA DTC
The next era of DTC will be defined not by who captures attention, but by who delivers affordability and access at scale. Patients expect it. Policymakers demand it. And manufacturers can’t compete without it.
GoodRx is uniquely positioned to bridge the gap between awareness and action, trusted by patients and healthcare professionals, integrated with pharmacies, and proven to drive results.
For manufacturers, the path forward is clear: partner with platforms that transform affordability into adherence and market access into measurable performance.
That is the future of pharma DTC and it’s already happening with GoodRx.
Let’s talk! We’ll help you bring your vision to life, faster and better than anyone else!
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