• New platform addresses rising consumer expectations and affordability challenges, using GLP-1 therapies as a proof point
• Combines affordability-first workflows, telemedicine, fulfillment, and real-time patient support into a single digital front door

PHIL, a leader in patient access solutions for the life sciences industry, today announced the launch of PHIL Direct, its Direct-to-Patient (DTP) 2.0 platform, designed to help pharmaceutical brands meet evolving patient expectations while navigating affordability, compliance, and policy pressures.

Direct-to-patient access has evolved from a tactical experiment to a strategic, executive-level priority, as policy shifts, competitive pressures, and consumer demand converge. The consumerization of healthcare is real—patients now demand the same frictionless, digital experiences they get from modern e-commerce. However, cost remains a major barrier to access. The challenge is especially acute in high-demand categories like GLP-1 medications.

Despite widespread interest, direct-to-consumer GLP-1 offerings are often priced at $499 per month—out of reach for most. While insured patients might pay as little as $25, studies show 47% of consumers cite cost as the primary barrier, and 36% of former users discontinued treatment due to affordability. Yet the reality of the drug channel, which is characterized by prior authorization hurdles, and complex benefit designs, continues to hinder access, even when coverage exists.

PHIL’s DTP 2.0 platform is designed to close this gap by enabling a coverage-first model, with cash-pay as a bridge or fallback—pairing affordability with long-term adherence support. The platform integrates telemedicine, digital hub, prescription fulfillment, real-time patient navigation, and full-spectrum insights into a single digital front door, ensuring a compliant, consumer-grade experience.

“Direct-to-Patient has shifted from experiment to imperative for pharma,” said Deepak Thomas, Founder and CEO, PHIL. “GLP-1s have been a case study in both the demand for these therapies and the barriers that prevent patients from staying on them. Backed by over five years of success enabling DTP for leading brands, we’re proud to launch PHIL Direct—our DTP 2.0 platform that empowers patients to start and stay on therapy affordably, while giving pharma the guardrails required for scalable, compliant growth.”

Sari Kaganoff, Former Chief Commercial Officer, Rock Health, added, “Pharma has experimented with DTP for years now, but it’s been in small pockets. Now with policy shifts demanding DTP options, leading pharma companies going big, and changing consumer expectations, the industry is forced to take action. PHIL’s DTP 2.0 solution provides a way for companies to quickly launch a DTP offering that maximizes access and affordability.”

Michelle Keefe, Former Chief Executive Officer, Syneos Health, shared her perspective, "Pharma brands today face a critical challenge – the traditional path to access is filled with high barriers and friction points for patients. Direct-to-patient programs are shifting the paradigm, creating a seamless digital experience for patients that empowers brands to build a more resilient and profitable commercial strategy."

About PHIL

PHIL is a patient access and commercialization platform, offering pharmaceutical brands a modern alternative to traditional access, affordability and distribution options. Through its digital stakeholder experiences, patient access services, market access solutions and distribution models, pharma brands are able to deliver affordable and timely therapy access to patients. For more information on PHIL, visit https://phil.us/.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250922836527/en/