The rise of the consumer in healthcare is the theme of the INVEST Digital Health conference, scheduled for October 29 at Pegasus Park in Dallas, and in partnership with Health Wildcatters. One panel discussion will focus on the rise of consumer drug platforms. Here’s a look at how pharma are responding to these healthcare shifts.
The panel discussion, Cutting Out the Middlemen: The New Age of Consumer Drug Platforms, will focus on how drugmakers are reshaping how patients access and purchase medications. Lilly, J&J, and Pfizer are examples of pharma companies that have launched direct-to-consumer platforms, which could bring pharma closer to the patient than ever before. The conversation will address how consumer-facing models are challenging traditional healthcare distribution channels, as well as whether these new platforms can improve affordability and adherence.
To register for INVEST Digital Health and to view the agenda, click here.
Deloitte took a closer look at this trend in a report last year Navigating the future of commercial in biopharma. It noted that consumers are increasingly bypassing traditional healthcare barriers to look for services and providers that meet their needs, or adopting do-it-yourself approaches.
“As the pharma industry adapts to this consumer empowerment, direct-to-patient models are gaining traction. These models aim to enhance the patient experience by streamlining access to treatments, expediting access to physician consultations for diagnosis and prescriptions, simplifying insurance processes, and supporting adherence to therapy. Initiatives like PfizerForAll and LillyDirect offering multiple brands have gained attention, though manufacturers have used the DTP model for single brands for several years, such as AbbVie’s Synthroid Delivers Program.”
Several pharma companies have launched websites that reflect these trends.
Eli Lilly launched LillyDirect in January 2024 to give consumers more information about its drugs for conditions such as obesity, diabetes, and GLP-1 drugs and to connect consumers with prescribers. Lilly has also added a telehealth component for diabetes, migraine, sleep apnea and obesity. In October 2025, the LillyDirect platform partnered with Walmart to let patients pick up prescriptions for its GLP-1 drug Zepbound at Walmart pharmacies, expanding access beyond home delivery.
Pfizer’s direct-to-consumer website, PfizerForAll, supports patients with conditions such as migraines, Covid-19 and the flu. Through the platform, users can connect with independent healthcare professionals through telehealth or in person. They can also receive prescription medicines, over-the-counter treatments and diagnostic tests delivered to their home, or accessible at their local pharmacy.
J&J Direct is a direct-to-patient, self-pay program from Johnson & Johnson that delivers prescribed medicines to eligible patients who are uninsured, face coverage and affordability gaps through their health plan or choose to pay out of pocket.
Photo: REB Images, Getty Images