Research Report · March 2026
Research Report · MARCH 2026
The DTP Imperative: Building Direct-to-Patient Programs That Exceed Expectations
New research from PHIL uncovers patient's most pressing expectations for today's direct-to-patient programs, and why this matters for pharma.
6 in 10
patients never fill a prescription after seeing an ad
96%
want price transparency before committing to a medication
95%
want DTP programs to mirror e-commerce experiences
1,049 U.S. Respondents
March 2026
Free Download
WHAT'S INSIDE
What Pharma Needs to Know About Today's Patients
PHIL surveyed 1,049 U.S. patients who have received a prescription medication in the past five years. The findings highlight the most pressing needs, challenges, and preferences of today's patients — and what the next generation of DTP programs must deliver.
Finding 1 · The Awareness-to-Access Gap
How access and affordability barriers are creating drop-off between patient interest and first fills – and where DTP programs can meaningfully bridge the gap.
Finding 2 · The Pricing Imperative
Affordable, transparent pricing is pharma's single biggest lever for driving DTP adoption, starts, and long-term adherence.
High Standards for Experience
Patients expect DTP programs to mirror the seamless digital experience they get everywhere else – and brand-led experiences are key for driving trust.
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What the Research Shows
Today, consumer-grade direct-to-patient programs that are custom-built to exceed patient expectations are the industry's most powerful strategic lever for improving patient outcomes while driving commercial performance at scale.
D
Deepak Thomas
CEO & Founder, PHIL Inc.
Affordable, transparent pricing is pharma's single biggest opportunity for maximizing patient starts and adherence. Manufacturers who surface multiple payment pathways with the most affordable price, customized to the individual patient, in their DTP programs will see the greatest improvements in overall patient outcomes and commercial impact.
S
Sahil Naik
Chief Growth Officer, PHIL Inc.
A brand-led DTP channel is one of the most underleveraged opportunities in pharma today – it's how manufacturers win patient trust, drive adherence, and build lasting brand loyalty.
A
Allison Bridges
SVP Client Success, PHIL Inc.
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PHIL helps leading pharma brands launch custom direct-to-patient programs that exceed patient expectations and drive commercial impact at scale.