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19 - 22 Oct 2025 | Las Vegas

When Pharma Goes Direct

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Speakers:

Jennifer Mazur General Manager and SVP - U.S. LillyDirectEli Lilly & Company
Jennifer Mazur
General Manager and SVP - U.S. LillyDirectEli Lilly & Company
Julia Croxen VP, Strategy ConsultingRock Health
Julia Croxen
VP, Strategy ConsultingRock Health
Okan Ekinci CMIO & Global Head of Digital TechnologyRoche Information Solutions
Okan Ekinci
CMIO & Global Head of Digital TechnologyRoche Information Solutions
Seema Kumar CEOCure.®
Seema Kumar
CEOCure.®

About this Session:

Pharma is staging a quiet revolution, right in our medicine cabinets. We’re seeing a pronounced pivot toward direct-to-consumer medicine that's flipping the script on how patients access everything from diabetes medications to specialty treatments. The result is a win-win that's almost too good to be true: consumers get access to cost-effective alternatives with transparent pricing (imagine that!), streamlined procurement processes that don't require prior authorization paperwork, and direct relationships with the companies making their medications. Meanwhile, pharmaceutical entities are establishing unmediated channels with their end users, gaining unprecedented insights into patient needs while cultivating the kind of customer loyalty that would make any consumer brand jealous. By bypassing the network of insurers, PBMs and retail intermediaries, pharma is creating more frictionless transactions between the manufacturer and the patient. The future of medicine might be as simple as clicking 'add to cart'!