INSIGHTS
November 10, 2025

Access, redefined

Headlines about pharma’s new approaches to directly reach consumers have been fast and furious lately, topped off with last week’s news that the forthcoming TrumpRx had inked deals with Eli Lilly and Novo Nordisk to offer discounted access to Zepbound and Wegovy for Medicare beneficiaries. Eli Lilly is also extending its own direct-to-patient (DTP) model through a new partnership with Walmart, allowing patients to pick up Zepbound prescriptions in-store—the first retail integration for LillyDirect’s cash-pay program. With platforms launching, partnerships forming, and policy intersecting, experts are asking whether these digital pathways are meaningfully expanding access—or simply repackaging the status quo.

As 94% of pharma companies plan to explore DTP strategies, there’s no time to waste for pharma leaders looking to design their organization’s strategy—but getting it right entails intentionality around patient experience design and “jobs-to-be-done.” In the latest from Rock Health Advisory, we explore the opportunity and complexity in building durable DTP strategies. Read the piece to learn how to build a strong DTP program that meets specific patient needs, anticipates behavioral friction, and embeds short-cycle learning.

As pharma companies open up more direct-to-patient channels, employers are looking for ways to tap into similarly lower prices. Alongside co-lead investor Distributed Ventures, Rock Health Capital is excited to announce our recent investment in RxSaveCard, which helps employers and employees access lower-cost prescription drugs. Learn more about how RxSaveCard is helping employers reclaim control over pharmacy spend.

Headlines

 Medicare Picks Tech Vendors To Run AI Prior Authorization Pilot In Six States
Vendors face scrutiny as they automate care decisions for seniors STAT

CMMI To Launch Model To Lower Medicaid Drug Spending
Voluntary program will engage pharmacos to negotiate lower prices on outpatient drugs Healthcare Dive

FDA Digital Advisers Confront Risks Of Therapy Chatbots, Weigh Regulation
Last week’s committee meeting comes amid growing reports of chatbot-related harm STAT

New Mayo Clinic Launch Aims To Help Global Providers Manage AI
Global data sharing platform sets out to “democratize care delivery innovations” Healthcare IT

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