DIME PROJECT

Optimizing direct-to-consumer strategies for pharma

Pharma is under immense pressure due to policy reform, pricing pressure, and shifting patient expectations. Drug price negotiations and policy reforms are capping margins, while PBMs are extracting more value under growing scrutiny. The FDA and policymakers are increasingly scrutinizing direct-to-consumer (DTC) advertising, which raises commercial and reputational risks.

At the same time, pharma-led DTC platforms, like LillyDirect, PfizerForAll, and NovoCare, are rewriting the playbook. By bypassing intermediaries, they deliver patient convenience, unlock real-world data, and reclaim lost revenue streams, demonstrating that DTC is scaling in the pharmaceutical industry.

Now is the time to lead.

DiMe invites life sciences and biopharmaceutical companies to join as founding partners in this initiative. Together, we will define responsible, high-ROI DTC strategies that:

Protect margins in a shifting policy landscape.

Expand access and affordability for patients.

Strengthen long-term loyalty and trust.

Let’s shape the future of pharma DTC on terms that work for patients and for business.

Become a founding partner

If done right, DTC isn’t just another channel; it’s your lever for margin protection, market influence, and direct patient engagement. You can:

Protect your margins & drive ROI – Reclaim the revenue you’re losing today to PBM leakage and channel inefficiency.

Leverage policy shifts – Position your company to capitalize on government programs that are reshaping pricing, access, and reimbursement.

Shape market evolution – Continue to expand your DTC strategy into critical areas such as metabolic health, hypertension, sleep medicine, Alzheimer’s, and beyond.

Control referral pathways – Use direct channels to influence where patients go next, giving you new reach into downstream care.

Join us