Integrating DTP Models Into Modern Drug Commercialization Plans

At this year’s Access USA conference, Pharmaceutical Commerce sat down with Jordan Armstrong, VP of Business Development at AssistRX, to discuss how life sciences companies can better integrate direct-to-patient (DTP) models into their broader commercialization strategies. As manufacturers prepare for therapy launches, Armstrong highlighted the importance of aligning DTP approaches with product type, payer dynamics, and patient needs—while leveraging the right combination of technology and talent to create more seamless, consumer-focused access experiences.

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

PC: When companies are preparing for a therapy launch, how should they think about integrating a direct-to-patient access model into their broader commercialization strategy?

Armstrong: It's definitely something that I think every pharma manufacturer needs to consider. I think as they're looking at their specific products, as they're looking at their strategy, as they're looking at the feedback they're getting from payers as they're leading into launch, definitely needs to incorporate a direct-to-patient type of feel. Now, obviously, getting into stratification and segmentation of specific product types and archetypes, there's definitely going to be products that it doesn't make sense for, know, when you get into, medical benefit, buy and bill types of programs, but there's still opportunities there to leverage a lot of the technology and solutions that you could potentially employ with a DTP type of a model. And with that model, you need to incorporate technology, as I mentioned. You need to ensure that the talent is supporting from a blend of technology and talent, and I think that as manufacturers are starting to bring those ideas to the market, there needs to be an opportunity for them to engage with patients more directly in a more consumer-centric model.