# Is Pharma Finally Stepping Up Its Direct-to-Consumer (DTC) Game?

> Big Pharma is increasingly jumping on the direct-to-consumer bandwagon in the U.S., with Lilly Direct, Pfizer-For-All, and others following the trail blazed by Ro and Hims/Hers. I'm asking whether this could be the moment when Pharma's business model truly evolves — and whether these companies can finally engage directly with patients.

URL: https://www.ch-healthtech.com/insights/pharma-finally-stepping-up-its-direct-consumer-dtc-game
Markdown: https://www.ch-healthtech.com/insights/pharma-finally-stepping-up-its-direct-consumer-dtc-game.md
Published: 2024-08-29
Updated: 2026-05-06
Author: Christian Hein
Tags: function/commercial-strategy, function/customer-engagement, technology/digital-health, industry/large-pharma, function/go-to-market, function/innovation-management

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Is Pharma Finally Stepping Up Its Direct-to-Consumer (DTC) Game?

The idea isn't entirely new—companies like Ro and Hims/Hers pioneered the combination of drug sales with convenient telehealth consultations years ago.

But now, we see Big Pharma increasingly jumping on the bandwagon in the U.S.

"Lilly Direct" is offering discounted Zepbound, Pfizer is marketing migraine products through "Pfizer-For-All," and others like Amgen and Abbvie are following suit.

Telehealth, after the Covid boom, has faced more challenging times recently. So, for these companies, this move is a no-brainer.

The question remains whether these companies can effectively engage directly with patients—an area where they have historically struggled outside of traditional U.S. television ads. However, in emerging markets like Latin America and Asia, DTC models have already shown considerable success.

What are your thoughts? Could this be the moment when Pharma's business model truly evolves?