Over the past two years, I’ve had the privilege of speaking with dozens of manufacturers, payers, and patient advocates about the state of patient access. One truth keeps surfacing: Patient Support Programs are falling behind the moment.
They were built in a different era with different cost pressures, different access barriers, and far less regulatory scrutiny.
We’re now entering a chapter of healthcare where:
- Free-goods models may no longer be enough.
- Compliance expectations are tightening.
- Affordability conversations are being elevated to the federal level.
- New policies like the MFN Executive Order are reshaping drug pricing landscapes.
And yet, many PSPs are still reactive rather than responsive.
Our advice to manufacturers right now? Don’t just reauthorize the same program you ran last year. Reimagine it.
Build for sustainability and plan for regulatory resilience. Align your PSP strategy with your brand’s lifecycle, not just patient needs.
Don’t treat these programs as peripheral—they are strategic drivers of brand equity.