8 Patient Access Trends Pharma Leaders Should Consider in 2025
With a new year brings new brand goals. Retail and specialty-lite brand teams continue to face an evolving patient access landscape that's significantly impacting their commercialization strategies. From the expansion of direct-to-consumer (DTC) models to the growing importance of real-world evidence, these emerging trends are reshaping how patients interact with healthcare systems and access prescribed therapies.
To stay competitive and meet evolving patient needs, pharma leaders should adapt their approaches to patient support, leverage new technologies, and embrace innovative channel solutions. Here’s a look at eight key patient access trends that pharmaceutical manufacturers need to watch to prepare for in the upcoming year and beyond.
1) Expansion of Direct-to-Consumer (DTC) Models
Pharmaceutical companies are increasingly implementing DTC programs to transform the patient experience, creating new opportunities to better serve patients and healthcare providers (HCPs). A few examples of this include telemedicine channels, digital pharmacy services, and automated prior authorization (PA) processing. For an in-depth overview and strategic roadmap for building an effective digital care initiative, read our guide to DTC success.
2) Growth in AI-Driven Patient Support
AI investment in healthcare is projected to grow significantly, from about $20 billion in 2024 to $150 billion over the next five years. Pharmaceutical companies are using more AI-powered tools, such as chatbots, to provide medication reminders through text or voice interactions.
3) Surge of Digital Health Tools
The market value of digital patient engagement was over $200B in 2022 and is forecasted to grow over 18% annually through 2032. As more patients value online, self-serve models to improve their healthcare experience, pharmaceutical manufacturers will need to offer digital services that meet patients' expectations and seamlessly connect them with their prescribed therapies.
4) Shifts in Patient Engagement Channels
Patients and providers are increasingly seeking health information through non-traditional channels like social media. According to recent surveys:
71% of healthcare-related searches on YouTube are focused on finding information about specific medical conditions and treatments
73% of consumers trust the health information shared by HCPs on Instagram
91% of HCPs use social media for professional purposes, with 65% using it for patient education.
Pharmaceutical companies are adapting their patient support communication strategies to better align with evolving needs.
5) Greater Focus on Personalized Medicine
The trend towards personalized medicine will impact patient access strategies for pharmaceutical manufacturers. Companies can capitalize on this shift by developing tailored patient support programs that facilitate access to specialty-lite therapies. By leveraging real-time data tools, manufacturers can create personalized access pathways for each brand, streamlining access to care and improving medication adherence. Additionally, flexible financial assistance programs will continue to be crucial to ensure equitable access to prescribed therapies across diverse patient populations.
6) Increased Importance of Real-World Evidence
The mounting recognition of the value of real-world evidence (RWE) to shape informed decision-making within the healthcare regulatory landscape is leading the vast majority of pharmaceutical companies to invest in dedicated RWE teams. RWE can significantly impact medication access by providing valuable insights into drug safety, effectiveness, and value in real-world settings. Pharmaceutical manufacturers can use this data to support regulatory decisions, optimize clinical trials, and demonstrate product value to payers, ultimately improving patient access to innovative therapies.
7) Rise of Value-Based Care Models
The value-based care (VBC) market, valued at $12.2B in 2023, is projected to reach $43.4B by 2031. From 2023 to 2024, HCP participation in VBC models increased by 25%. These payment models impact patient access to prescribed therapies by emphasizing cost-effectiveness and outcomes. Pharmaceutical manufacturers should adapt by demonstrating the long-term value of their products through RWE, developing innovative risk-sharing agreements with payers, and creating patient support programs that align with VBC goals of improving adherence and reducing overall healthcare costs.
8) Growing Expectations for Transparency
Patients’ expectations for greater transparency in healthcare needs to be addressed by manufacturers. According to one study, only 16% of consumers believe pharmaceutical companies market their products in a trustworthy manner. To address this, manufacturers must prioritize transparency in their patient access strategies. Implementing digital tools that provide proactive updates on prescription status and costs, benefits verification, and PA processes can help earn patient trust.
Navigating a Complex Access Landscape
In 2025, staying ahead of the curve is not just a strategic choice – it’s essential to surviving in a highly complex and competitive market. The brand teams that can effectively navigate these shifts will be well-positioned to create a seamless the medication access experience for patients and providers while driving brand outcomes.
PhilRx is an innovative digital hub that uses a modern approach to help retail and specialty-lite brands facilitate patient access and adherence, maximize covered dispenses, and drive reimbursement without compromising gross-to-net.
Discover how your brand team can set the stage for commercial success in 2025 – read our eBook for industry-trusted strategies and best practices.
