Client Background

A women’s health brand recently received FDA approval for a treatment indicated for hypoactive sexual desire disorder (HSDD) in women. Their target audience is middle-aged women seeking convenient and discreet healthcare solutions.

Launch Goals

• Launch a Direct-to-Patient (DTP) access channel on their website to align with evolving consumer preferences

• Provide a seamless, discrete experience through telemedicine and home prescription delivery

• Identify the right partner to execute this strategy successfully in the post-COVID digital healthcare era

The Challenge

As the brand laid the groundwork to launch a digital access channel to complement their retail strategy, they understood the following had to be true to ensure DTP success:

1. The digital access experience had to be transparent, convenient, affordable, and integrated to meet e-commerce-like expectations and maintain brand loyalty.

2. The brand needed a DTP and digital hub partner that could compliantly share patient health and prescription data to deliver a seamless, integrated experience and speed therapy access.

3. The DTP program required infrastructure to support brand coverage and sustainable growth by ensuring processes that convert formulary placement into a high percentage of covered dispenses.

The Solution

The brand recognized the opportunity in launching a DTP program but initially struggled to identify the right partners among similar vendors. They concluded that a modern patient access experience was essential but insufficient without addressing gross-to-net challenges. Therefore, they prioritized finding a digital hub partner that could improve prior authorization rates and maximize covered dispenses. After an extensive search, they chose PHIL as a partner due to our proven results, platform flexibility, and unique gross-to-net optimization capabilities.

Our teams partnered to implement a responsive solution for this innovative women’s health product and together the organizations sought to:

1. Market the channel on the brand’s patient website for a consistent experience throughout the access journey.

2. Use API integration to share patient data between the telemedicine provider and digital hub for faster benefits checks and prior authorizations.

3. Design the program to enable seamless therapy access with tailored dispense options for different insurance statuses (copay, Bridge, PAP).

4. Offer patients the choice of home delivery or local pharmacy pickup.

Bringing a Direct-to-Patient Strategy to Life

PHIL collaborated with commercial teams to implement a responsive solution in a matter of weeks:

1. Direct Integration in Brand Assets Patients visiting the brand website could start a virtual visit to get a prescription today.

2. Multiple Options to Access Care Patients accessed disease-specific providers via synchronous or asynchronous visits, based on state regulations.

3. Digital Patient Enrollment After receiving a prescription, patients enrolled in the PHIL platform via a mobile text link.

4. Telemedicine PA Portal PHIL built a PA portal integrated with CoverMyMeds for HCPs to easily manage payer requirements and submit prior authorizations.

5. National Dispense Network PHIL’s pharmacy network provided 98% coverage, ensuring patients could access covered home delivery.

6. End-to-End Visibility The brand team had full visibility into the Rx journey to optimize program performance.

Driving DTP Success with PHIL

PHIL Quickly Maximized the Benefit of Formulary Wins