INSIGHTS
September 2, 2025

Flipping the script

Drug pricing and affordability pressures are hitting a tipping point for the pharma industry, and the game is changing for incumbents and new entrants alike. Manufacturers are rethinking how they reach patients directly, while vendors are racing to supply the backbone that makes those new channels viable.

On the manufacturer front, Novo Nordisk is leaning harder into direct-to-patient (DTP) pathways with a recent expansion of its NovoCare pharmacy platform, building on Novo's broader direct channel push to offer drugs at lower cost. Meanwhile, digital pharmacy BlinxRx is accelerating the setup of DTP sales for drugmakers. And at the infrastructure layer, Eversana's merger with drug pricing startup Waltz Health has created a $6B platform that connects pharma directly with health plans and employers—integrating tech-enabled pricing tools (e.g., net-price contracting, co-pay optimization, pharmacy routing) to improve drug access and affordability.

Collectively, these moves are a reminder of how quickly regulatory pressures can shake up industry activity. As drugmakers and infrastructure enablers navigate the squeeze from both regulators and payers, direct-to-patient offerings are becoming a blueprint to redefine market access—and may very well become the battleground where pricing power, patient trust, and long-term market leadership is won.

We are less than a month away from Rock Health Summit!

For a sneak peek of what to expect, check out the second installment of the Rock Health Summit Virtual Series: AI Advancing the Future of Primary Care! Hear from Richard Milani (Sutter Health), Jennifer Peña (Wisp), Nipa Shah (University of Florida), and Chris Lew (Rock Health) as they explore how AI can be harnessed to reinforce the pillars of primary care: trusted relationships, team-based care, and equitable access. To learn more, join us at Rock Health Summit on 9/30!

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