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.

1,049 U.S. Respondents

March 2026

Free Download

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

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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EXPERT PERSPECTIVES

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.

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.

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.

Allison Bridges

SVP Client Success, PHIL Inc.

SEE WHAT'S POSSIBLE

PHIL helps leading pharma brands launch custom direct-to-patient programs that exceed patient expectations and drive commercial impact at scale.

The DTP Imperative: Building Direct-to-Patient Programs That Exceed Expectations

What Pharma Needs to Know About Today's Patients

Finding 1 · The Awareness-to-Access Gap

Finding 2 · The Pricing Imperative

High Standards for Experience

What the Research Shows

Ready to Build a Best-in-Class DTP Program?

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