Bob Cochran: Direct-to-Patient Was a 'Watershed Moment' for Commercial Trade

Commercial trade has evolved alongside the molecules manufacturers are bringing forward, according to Bob Cochran, former senior director, trade relations at Incyte. With more products in the specialty space than ever before, he says the trade and distribution function is much more involved earlier in the process than it was 15 to 20 years ago.

In a video interview with Pharmaceutical Commerce, Cochran calls manufacturers' move to offer patients a direct option "a watershed moment." As he describes, Eli Lilly and a few other manufacturers decided their innovations justified allowing patients come to them with prescriptions and get those prescriptions filled under a variety of financial arrangements. Lilly launched LillyDirect in January 2024, offering home delivery of select medicines through third-party pharmacy dispensing services.¹ Cochran says the GLP-1s are a strong example of what's on the horizon for some manufacturers, though whether the model fits depends on the molecule, how it's used and the number of patients involved.

For specialty launches more broadly, Cochran stresses building a network that supports the product so patients' early experiences are positive, from clearing prior authorization to accessing co-pay assistance. That support matters after years spent finding the right molecule, testing it and getting it approved. "If you bring it into the commercial area and the distribution strategy doesn't support what you have, you've basically squandered your opportunity," Cochran says.

Cochran also sees a unique era taking shape in gene therapy and oncology care, with a better opportunity for longer life and better quality of life than ever before.

Stay tuned for Pharmaceutical Commerce's Executive Conversations: The Future of Pharmaceutical Commercialization series, in which commercialization leaders discuss the future of pharma.

Reference

1. Eli Lilly and Company. Lilly Launches End-to-End Digital Healthcare Experience through LillyDirect. News release. January 4, 2024. Accessed November 6, 2026. https://investor.lilly.com/news-releases/news-release-details/lilly-launches-end-end-digital-healthcare-experience-through