How to Evolve Patient Support for Modern Market Complexity

In the final installment of Pharmaceutical Commerce’s Access USA 2026 interview series, Corey Ford, principal at Nuvera Life Science Consulting, takes a closer look at how patient support programs must adapt to an increasingly complex pharmaceutical landscape. With the prominence of biosimilars and specialty therapies, the traditional approaches to patient services are being challenged, requiring companies to rethink how they meet the evolving needs of diverse patient populations.

Ford points out that the industry is experiencing a dynamic shift. “If we go back a few years, we didn’t see too many blockbusters anymore; it was very specialized,” he says. Today, the market is a mix of high-volume therapies like GLP-1s and specialized treatments such as biosimilars, each demanding distinct support strategies. He emphasizes that a one-size-fits-all approach, particularly in direct-to-patient models, often falls short. Instead, patient programs must be carefully tailored to align with the specific characteristics and requirements of each therapy, ensuring that patients receive the right support at the right time.

The conversation also delves into the growing intersection of artificial intelligence and patient services, an area with high potential but fraught with regulatory uncertainties. Ford notes that federal policy is still catching up with the rapid proliferation of digital and AI solutions. This regulatory lag can leave companies grappling with questions around vendor selection, compliance, and strategic alignment. “It can be completely overwhelming if you’re at a pharma company trying to understand what are the right vendors,” Ford explains. He suggests that the most effective approach starts with a clear, company-wide strategy that identifies the most pressing pain points, allowing organizations to deploy AI solutions where they can deliver the greatest impact.

As patient support programs evolve alongside these market and technological changes, the insights shared by Ford underscore a critical point: success in patient services requires not only innovation but a strategic, nuanced understanding of both the therapies being delivered and the patients they are designed to serve.

Access the first part of his video interview series with PC below:

1. How Policy Changes Are Shaping Patient Support Programs