Unveiling the Real DTP: Beyond Common Misconceptions

When most people hear “Direct-to-Patient” (DTP), they immediately think of a video call with a doctor—a telehealth visit. But in reality, DTP encompasses much more than just virtual consultations.

DTP represents a strategic reorientation of existing commercialization capabilities along the patient journey. Its aim is to reduce friction across the front-end —such as patient acquisition, treatment and prescription —and back-end, including prescription handling, patient services and fulfillment. At its core, DTP seeks to enhance and consumerize the patient experience as much as possible, tailored to the specific product scenario.

At its fullest, a DTP model includes the following integrated components, all led by a unified commercial team.

1. Targeting and Segmentation

Leveraging advanced analytics to identify both HCPs and patients.

2. Direct-to-Consumer Outreach

Promoting the drug’s benefit directly to consumers, in addition to traditional HCP promotion.

3. Telehealth Access

Enabling patient to initiate telehealth consultations directly through brand.com.

4. In-Person HCP/Specialist Locator and Scheduling

Allowing patients to find in-person HCP who accept their insurance and schedule appointments through brand.com.

5. Streamlined Digital Prescribing

Empowering physicians to prescribe to a digital intake pharmacy that handles eBV and ePA requirements, while also assisting patients in applying affordability savings directly.

6. Digital-First Patient Engagement

Offering patients a seamless digital experience to enroll/register for availing affordability options, understand cost of treatment before fulfilling the medication, select preferred pharmacy, and pay online for cash dispense.

7. Home Delivery and Tracking

Providing patient the option to have the medications shipped directly to their home, with tracking of their order in-transit.

What is EVERSANA’s Unique Intergrated DTP Model?

EVERSANA’s Direct-to-Patient (DTP) model is purposefully designed to create a frictionless experience that empowers patients to drive their own care journey and access the treatments they need.

Built on a flexible set of composable services —our “Lego blocks”— the model adapts to meet the unique needs of each client. EVERSANA stands alone in its ability to bring together the full spectrum of pharmaceutical commercialization under one roof, delivering efficiency and cost-effectiveness.

Our investment in advanced digital technology enables all the DTP components to operate within one seamless platform. This allows clients to securely view the connected data from promotion, telehealth, prescription, and fulfillment—ensuring HIPAA compliance and privacy protection.

When combined with the power of digital-first patient and provider self-service capabilities, significantly improves program success. Additionally, EVERSANA is able to provide end-to-end analytics powered by AI to quickly identify what is working, what is not, and where to optimize.

Let’s connect to explore how we can help you strategize, design and deploy your DTP model.