Research Report · April 2026

Bridging the Gap to Better Patient Outcomes: What HCPs Want from Pharma's Digital Access Channels

New research from PHIL uncovers what healthcare providers need from pharma's digital access and direct-to-patient programs, and what pharma can do to improve patient outcomes.

1 in 2

HCPs are not confident patients can navigate out-of-pocket medication costs on their own

70% say prior authorization process prevents timely, affordable access

factor HCPs consider when prescribing to a digital channel: patient receives lowest price

207 U.S. Healthcare Providers

April 2026

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What HCPs Think About Pharma's Direct-to-Patient Programs

The findings highlight what moves the needle on improving patient outcomes and provider adoption.

Finding 1 · Patient Affordability is the #1 Priority

1 in 2 HCPs lack confidence that patients can navigate out-of-pocket costs on their own, and top abandonment reasons include non-insurance coverage and high OOP costs. When prescribing to a digital channel, HCPs say lowest available price is the #1 most important factor they consider.

Finding 2 · Utilization Management Support Drives Adoption

70% of HCPs cite prior authorization as the top barrier to timely, affordable access. Beyond pricing, HCPs want administrative support for utilization management tasks and dedicated patient and provider support as key program features.

WHAT THE RESEARCH SHOWS

Why This Matters for Pharma

Healthcare providers are focused on delivering the best possible care for their patients. The pharma brands that win long-term are those building digital access programs that remove affordability barriers and prior authorization hurdles, while easing the operational burden on the office staff who manage these processes every day.

Lirys Crawford

VP HCP Engagement, PHIL Inc.

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