The rise of Direct-to-Patient (DTP) programs marks a new era in healthcare — one where pharma brands build direct, meaningful relationships with patients to improve outcomes and strengthen trust. This session will explore how DTP has evolved from an experimental approach to a critical component of modern commercialization strategy. Attendees will learn best practices, key lessons from real-world implementations, and the foundational elements of next-generation DTP programs. The discussion will highlight how thoughtful DTP design can improve patient outcomes, foster trust, and enhance long-term brand performance in a rapidly changing healthcare ecosystem.
