The Metrics That Matter in Direct-to-Patient Strategies

As the direct-to-patient (DTP) model gains traction across the pharmaceutical landscape, companies are grappling with one critical question: how do you measure whether these programs are truly enhancing patient access and adherence? In the final installment of Pharmaceutical Commerce’s interview with Jordan Armstrong, VP of Business Development at AssistRx, live from Access USA 2026, Armstrong shares his insights on the key metrics that can demonstrate the tangible value of DTP programs.

Armstrong emphasizes that speed is a fundamental measure of success, and beyond timeliness, he notes that DTP programs offer a unique opportunity to capture actionable data on patient coverage, affordability options, and program engagement—insights that can shape future strategy and improve patient outcomes.

The conversation also turns to the long-term impact of DTP initiatives. Armstrong points out that evaluating metrics like conversion rates, refill adherence, and integration with other access and affordability programs can reveal the full value of these initiatives—not just for the organization, but for the patients they serve. By focusing on measurable outcomes rather than simply creating new distribution channels, life sciences companies can ensure their DTP programs deliver meaningful improvements in patient experience and access.

Access the first and second parts of Armstrong’s interview series with PC:

1. Integrating DTP Models Into Drug Commercialization Plans
2. How Flexible DTP Strategies Are Transforming patient Access

A transcript of his conversation can be found below.

Editor's note: This transcript is a lightly edited rendering of the original audio/video content. It may contain errors, informal language, or omissions as spoken in the original recording.

PC: As organizations start experimenting with DTP models, what metrics or indicators should they track to determine whether the program is actually improving patient access and adherence?

Armstrong: There's so many different organizations that have reached out that have said, "You know, we need something because the administration sent a letter out." But then it turns into, okay, well, if you have something, what value is it really bringing to your organization? So I think it's really important. I think one is going to be speed and ensuring that you're actually getting that patient onto therapy as quickly as possible because there's more traditional ways that they can continue to filter into that are gonna say, "Well, is this really - is this juice worth our squeeze if it's taking us five days here, but in the retail or in the specialty pharmacy channel, it's actually giving us, you know, three or four days. You know, are we creating additional friction or time and lag in conversion?" I think the other thing is gonna be the data and insights that you need to glean from your program. So when you talk about the differences between, DTC versus DTP, that direct to patient is gonna give you the opportunity to leverage the best path of affordability while also confirming what the patient's coverage is, regardless if they're gonna go down a cash avenue or if they're gonna go through a reimbursable claim avenue. It's an opportunity for you to glean those insights, so then when you can use that as your program evolves to make it so that you're not just saying, "Well, we have a cash channel." That might be the case for your program, but then how could we potentially convert as the market changes, as your access changes, as your policy changes to ensure that you're getting the most out of that. I also think, you know, as you get into specifics around the measurable impact to the program and that conversion, then not only is it, you know, again, going back to product archetypes, it might be a little bit of a, well, a one and done, a once fill, then you're done with the product. But then also, what are you getting on refills? And then tying that to any of your other programs and access affordability to really understand the value that it's bringing to your patients.