Patients want price transparency, e-commerce experience from pharma DTP platforms: survey

Pharmaceutical companies are increasingly turning to direct-to-patient (DTP) platforms to connect with consumers and improve medication access. However, a recent survey conducted by Phil, a company that assists pharmaceutical firms in launching DTP programs, has revealed that there are significant gaps in patient expectations and the current offerings of these platforms. The survey, which included over 1,000 U.S. adults, highlights the critical need for price transparency and a seamless e-commerce experience in the pharmaceutical industry.

The Importance of Price Transparency

One of the most striking findings from the survey is that a staggering 96% of patients believe it is essential to know their total costs before proceeding with a medication. This includes understanding their insurance coverage and any potential discounts that may apply. The lack of clear pricing information is a significant barrier for many patients, as it often leads to hesitation in filling prescriptions.

Moreover, the survey revealed that even after seeing advertisements for medications, 60% of patients do not follow through with filling their prescriptions. This indicates that simply promoting a drug is not enough; pharmaceutical companies must also provide transparent pricing information to convert awareness into actual sales.

Consumer Preferences for Online Experiences

In addition to price transparency, the survey results indicate that a significant portion of patients prefers a hybrid or fully online experience when accessing their medications. About one-third of respondents stated that they would not proceed with filling a prescription if they could not access it through their preferred digital channels.

Close to 80% of participants expressed interest in a branded online prescription process. This suggests that patients are looking for a user experience that mirrors the convenience and efficiency of other e-commerce platforms they use daily. Furthermore, around 60% of respondents indicated that they have greater trust in digital services that feature visible manufacturer branding.

Implications for Pharmaceutical Companies

Deepak Thomas, the founder and CEO of Phil, emphasized the significance of these findings, stating, “We’re at an inflection point where the prescription experience can no longer lag behind the digital world patients navigate every day.” He noted that the data clearly indicates that patients expect transparent and affordable medication prices, the convenience of e-commerce, and a trustworthy branded experience.

For pharmaceutical brands, this presents a substantial opportunity. As more companies embrace direct-to-patient models, they can enhance patient outcomes and drive commercial performance. DTP programs that are designed with patient expectations in mind are proving to be among the most effective strategic tools in the industry.

Key Takeaways from the Survey

• 96% of patients want to know their total medication costs before proceeding.
• 60% of patients do not fill prescriptions after seeing advertisements due to unclear pricing.
• One-third of patients prefer online or hybrid experiences for accessing medications.
• 80% of patients are interested in branded online prescription processes.
• 60% of patients trust digital services with visible manufacturer branding more than those without.

Conclusion

The findings from Phil’s survey underscore the urgent need for pharmaceutical companies to adapt their DTP platforms to meet the evolving expectations of patients. By prioritizing price transparency and enhancing the online user experience, drugmakers can bridge the gap between awareness and action, ultimately improving patient access to necessary medications.

Frequently Asked Questions

Note: This article is based on a survey conducted by Phil and reflects the current trends and expectations of patients regarding direct-to-patient pharmaceutical services.