The trend: Access and cost barriers keep many eligible patients from starting treatment, according to a February survey of 1,049 US adults conducted by Phil, Inc., a company that partners with drugmakers to improve medication access.

Unpacking the trend: Most people who were interested in a drug after seeing an ad don't end up taking it because their doctor decided the treatment wasn't right for them.

Other friction points prevented patients from accessing medications they believed could be right for them, including:

• Wanting to meet with a doctor but never scheduling an appointment
• Receiving a prescription but never filling it due to cost
• Not knowing the cost of a medication
• Confusion over where to find out if a medication was right for them

Why it matters: Pharma brands are working to reduce barriers that may prevent patients from starting treatment. Many are building direct-to-consumer (D2C) platforms that offer drug discounts for self-pay patients while connecting them to telehealth visits and online pharmacy services.

While consumer awareness of D2C pharma tools is still low, interest is growing as patients look for ways to simplify their healthcare experience.

• Only about 1 in 5 consumers in EMARKETER’s January 2026 Digital Health survey say they’re at least moderately familiar with pharma’s D2C platforms—but given how new the channel is, awareness could rise quickly.
• 75% are open to a pharma manufacturer-led online prescription experience, and 95% said they want those interactions to mirror e-commerce experiences, per Phil’s survey.

Recommendations for pharma brands and marketers: Big Pharma’s D2C platforms sell select prescription drugs for cash and bundle them with over-the-counter products. By adding vaccine scheduling and cost-saving tools, these sites are evolving into broader health hubs rather than just digital pharmacies.

However, pharma needs to do more to raise awareness of their D2C platforms so consumers actually use them.

Pharma companies should highlight their platform’s value in reducing healthcare friction. Shift marketing away from product promotions toward Rx savings tools, insurance navigation support, and online find-a-doctor capabilities.

Pharma brands must also underscore their brand reliability. A recognizable brand gives consumers more confidence in a prescription drug’s safety—especially compared with lesser-known online providers where safety isn’t always assured. Drugmakers should emphasize their company’s scientific achievements, dedication to rigorous research, and proven track record of regulatory approvals.

Inform physicians about their D2C platform details. More doctors would recommend pharma’s D2C programs for GLP-1s than other nontraditional care sites (e.g., compounding pharmacies, telehealth clinics, retail memberships), per a December Sermo survey. Similar endorsements may apply to other relevant drugs, so manufacturers should equip doctors with resources on how patients can access a brand’s cash-pay discounts and when they’re most appropriate—such as for those with high-deductible plans or no insurance.

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