Howdy!
Today we are going to cover about Direct-to-Consumer model that is changing the way Healthcare is ordered and delivered. Before we start talking about some or the trends in Direct-to-Consumer model let's understand what is direct to consumer (DTC) model.
Traditionally, when a patient visits a doctor's clinic and the patient receives a prescription, a drug is collected from the Pharmacy Store based on a prescription or on the basis of "over the counter" availability of drugs. While a drug is available at the counter this drug has travelled from a manufacturer's premise to the wholesaler and from wholesaler to our distributor and from the distributor to the pharmacy retailer.
A consumer gets the drug only when they pay the price or it is covered by their pharmacy benefit program. In a Direct-to-Consumer model a patient gets a drug through the manufacturers website by ordering directly through the manufacturer’s website. This new way of ordering directly on manufacturer's website or through an affiliate or partner website is central to direct to consumer model. Once an order is placed, order is then fulfilled through a shipping partner who is usually responsible for pick, pack and ship.
While it may sound straight, direct to consumer orders are highly regulated as the prescription orders are usually reimbursed by the consumer's medical or pharmacy benefit coverage. What it means for the order flow is the calculation and integration of the copays and deductibles, that an order checkout process has to fulfill even before an order is placed.
Because of these dynamics and the complex nature of distribution of medicine usually dictated by the prescription, innovations across the Direct-to-Consumer model will be seen in the following areas -
As per reports: U.S. Online Pharmacy Market Size to Reach Revenues of over USD 146 Billion by 2026 – Arizton Advisory and Intelligence
Adios!
Health Viva Team
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