Challenge:
As more pharma manufacturers explore direct-to-patient (DTP) strategies, the idea of launching a manufacturer-owned pharmacy is gaining momentum. But most teams quickly run into operational complexity:
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How do you avoid channel conflict while improving access?
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What infrastructure do you actually need to own?
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And how do you build trust—with patients, providers, and payers?
Our client wanted to explore a DTP model but didn’t want to start from scratch. They asked: What worked for Lilly Direct—and how can we replicate the best parts without repeating the hard lessons?
The Opportunity:
We helped the client reverse-engineer what made Lilly Direct work—then used those insights to design a fit-for-purpose pharmacy model that was scalable, patient-centric, and payor-aware from day one.
What We Did:
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Conducted a deep dive analysis of Lilly Direct’s public playbook, including patient flow, affordability model, partner ecosystem, and branding strategy.
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Mapped the core building blocks that enabled success:
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A focused product portfolio tied to therapeutic urgency (e.g. GLP-1s)
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Embedded affordability infrastructure and simple, tiered pricing
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White-labeled pharmacy fulfillment with branded UX and wraparound support
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Integration with provider workflows for trust and continuity
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Built a phased rollout strategy for our client, starting with:
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A low-risk test market
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Clear patient eligibility logic
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Transparent comms playbook for HCPs
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Defined payer engagement strategy to mitigate disruption
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Key Enablers:
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Network of pre-vetted 3PL and fulfillment partners
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Claims logic and affordability design modeled on Medicare Part D flows
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Platform architecture with FHIR-based plug-ins for provider connectivity
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Risk-mitigation scenarios for PBM retaliation, channel pushback, and duplication of services
Bottom Line:
Manufacturer-owned pharmacies can work—but only if they’re built with empathy, precision, and clear guardrails. By learning from Lilly Direct and designing intentionally, we helped our client bring a smarter DTP model to life—without the friction, flashbacks, or false starts.
Exploring your own manufacturer pharmacy strategy?
Let’s design the version that fits your brand, your patients, and your business goals.
