How Flexible DTP Strategies Are Transforming Patient Access

As direct-to-patient (DTP) models continue to gain traction across the pharmaceutical landscape, the conversation is shifting from theory to execution. In the second part of his interview at Access USA 2026, Jordan Armstrong, VP of Business Development at AssistRx, emphasizes that while the promise of DTP lies in improving access and affordability, its success ultimately depends on how well programs are designed to navigate real-world complexities. From payer restrictions to evolving utilization management practices, organizations must build strategies that are both resilient and responsive.

Armstrong underscores the importance of balancing technology with human expertise. Early in a product launch—when payer policies are limited or nonexistent—human intervention plays a critical role in driving access. As coverage frameworks mature, however, technology becomes a powerful enabler, helping organizations streamline processes and scale efficiently. This dual approach ensures that DTP programs remain effective across different stages of a product’s lifecycle.

Equally critical is the need for customization. Not all therapies—or market conditions—are the same, and DTP models must reflect that reality. Whether a product is first-to-market or entering a crowded therapeutic space, organizations must anticipate access barriers and tailor their approach accordingly. The goal is to minimize friction from the moment a clinical decision is made, ensuring patients can begin therapy as quickly and seamlessly as possible.

Ultimately, Armstrong points to flexibility as the defining characteristic of successful DTP programs. By building modular, “plug-and-play” capabilities that can adapt to different products and market scenarios, companies can not only improve patient access today but also establish a scalable foundation for future launches.

Access the first part of Armstrong’s three-part video interview series from Access USA:

• Integrating DTP Models Into Modern Drug Commercialization Plans

A transcript of his conversation with PC can be found below.

PC: One of the goals of direct-to-patient models is improving access and affordability. What are some practical ways organizations can design DTP programs to reduce friction for patients starting therapy?

Armstrong: Ultimately, at its core, DTP really is trying to solve for access and affordability challenges where they're faced with difficulty in, in whether it be, specific payer coverage policies, NDC blocks, and there's more and more utilization management tactics that are coming out. So as you talk about what specific things you want to incorporate, I definitely think that you, you want to have a nimble, flexible program that's going to leverage technology where it makes sense, but also leverage talent. You know, a prime example of that is when you're going from a launching perspective and you have no payer policy, there's nothing formulary positioned, and you're not going to have a lot of opportunity to really get that access until you push from a talent side of things. Once you have that policy and it shifts, then that's where the technology can really be nimble and really work to your benefit. You also have to ask yourself, like, what challenges are we going to be facing? You know, I mentioned utilization management practices. You've got to talk about, you know, access and where you're coming out in the market, if you're going to be first to market, if you're going to be third, fourth, fifth. There's different policies and different things that you should be enacting from a DTP model that really ensures that, one, when a clinical decision is made, how do we make it as seamless as possible, and two, with that process, how are we going to get the product into the patient's hands as quickly as possible, whether that be a cash payments, whether that be an access and affordability opportunity where we're actually hitting and getting a reimbursable claim. It just depends on what you're really trying to achieve with your product, and again, going back to the different archetypes of products. You're going to need to be able to scale that to make sure that that DTP model is going to make sense not only for this product, but also if you're going to wholesale, wholesale have a new approach that can really put your brand and reputation out there. It makes more sense to ensure that you have different tools that you can plug and play.