The data: Consumers aren’t familiar with direct-to-consumer (D2C) pharma services, but many are open to purchasing prescription medications directly from drugmakers, according to a July 2025 Model N survey of 1,000 US adults ages 25 and up.

• 22% of respondents say they’re very aware of D2C medication services.
• Despite low awareness of D2C medication services, 72% said they’d be at least somewhat likely to buy a medication directly from a pharma company.

Zooming out: Pharma companies are increasingly rolling out D2C offerings for some of their drugs.

• Pfizer and Eli Lilly started the trend last year by launching D2C websites that provide patients with instant access to doctors who can prescribe the manufacturers’ drugs over telehealth.
• A slew of drugmakers followed suit in 2025, responding to President Donald Trump’s call for pharma companies to make more products available through the D2C channel at reduced prices.

Why it matters: Buying medications directly from pharma manufacturers can be appealing to consumers who lack insurance coverage for the drug being sold.

Consumers in Model N’s survey cited price, convenience, and safety as top reasons why they’d be more likely to purchase a medication directly from a pharma company.

• Lower costs (73%) is the No.1 factor that would increase consumers’ likelihood of making a D2C drug purchase. However, we’ll note that medications sold through pharma D2C platforms will almost always cost a patient more compared with going through insurance. This is why consumers without insurance or with restrictive coverage are most likely to benefit.
• 57% said knowing the medication is provided directly by the manufacturer (vs. being made counterfeit) would drive them to make a D2C drug purchase.
• 43% cited speedy home delivery as a factor.
• 30% said being part of a loyalty/rewards program would influence them.

Our take: Drugmakers entering the D2C market will need to boost awareness of this channel. We have early evidence that people will pay out of pocket for in-demand medications: Lilly recently said that the cash-pay market for its GLP-1 Zepbound accounted for 35% of new prescriptions in Q2.

Recommendations pharma brands and marketers should consider:

• Inform pharmacists and doctors of drugmakers' latest D2C options, since they’re key sources for patients with medication cost and coverage questions.
• Roll out points-based systems or rewards programs that let consumers save on future purchases if they keep ordering and refilling through your D2C pharmacy.
• Create clear educational materials showing how consumers can save on D2C prescriptions, backed by data on limited insurance coverage for certain drug categories.
• Call out the high prevalence of illegal online pharmacies, while emphasizing on your D2C website that all prescriptions are FDA-approved.

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