How can pharma companies build a digital retail platform like LillyDirect or PfizerForAll?

Pfizer and Eli Lilly were early adopters in the pharmaceutical industry to begin selling prescription drugs directly to consumers through online platforms like LillyDirect and PfizerForAll. These companies continue to expand Digital Retail Model (PDRM) offerings, signaling a broader shift in the industry. As this trend grows, other pharmaceutical companies are expected to follow suit. Establishing a successful DTC platform involves five key steps.

The Pharma Digital Retail Model (PDRM) is an innovative sales approach in the pharmaceutical industry that uses digital platforms to improve patient access to medications, boost drug sales, and capture insights into patient behavior. It simplifies the entire patient journey from identifying a health issue (“What is my problem?“) to receiving prescribed treatment (“When and how do I get my medication?“), offering greater convenience and support. PDRM provides a one-stop-shop experience built around four core components and a supporting element. The model is designed around targeted therapeutic areas and incorporates the company’s own medications, ensuring a more personalized and connected healthcare experience.

To learn more about the DPRM model, download the R2G report, Pharma Digital Retail Model.

The approach appears effective, as Eli Lilly recently expanded its LillyDirect platform to include Alzheimer’s care. While treatments like Kisunla still require in-person infusions, the platform now connects patients to telehealth services and local specialists to speed up diagnosis and improve early intervention, especially in underserved areas.

PDRM platforms are typically built through strategic partnerships with telehealth providers, online pharmacies, reimbursement experts, and behavior change solution partners. Creating a PDRM platform involves developing a strong, interconnected network of collaborators.

R2G’s 4-Step Approach to Building a Pharma Digital Retail Model (PDRM)

Launching a PDRM platform typically takes 8–15 months. R2G recommends a structured, four-phase process to guide pharmaceutical companies through setup and execution:

1. Scoping (2–3 months)

Define the therapeutic areas, medications, and target countries. Develop the business case, value proposition, and partnership model.

• Select drugs with long-term use and high out-of-pocket costs.
• Choose countries based on regulation, market size, and local team capacity.
• Consider whether third-party medications should be included.
• Define the platform’s service focus and roadmap for phased rollout.
• Structure partnership models (e.g., revenue share, commission, platform fees, data exchange).

2. Partner Selection (2–4 months)

Identify and onboard external partners to deliver platform services.

• Key partners include telehealth providers, online pharmacies, content creators, reimbursement specialists, tech integrators, and key opinion leaders (KOLs).
• Use tools like R2GConnect to streamline partner scouting and match with qualified digital health companies globally.

3. Implementation (3–6 months)

Build the platform infrastructure and integrate partner services.

• Develop the platform interface and ensure regulatory compliance.
• Connect telehealth, logistics, and support services.
• Assemble and train the platform team.
• Pilot the system, refine processes, and finalize launch planning.

4. Launch and Adoption (1–2 months)

Roll out the platform and ensure patient and stakeholder engagement.

• Conduct marketing and awareness campaigns.
• Monitor user feedback and platform performance.
• Engage stakeholders and plan for future scalability into new areas or countries.

PDRMs are a novel but promising model for pharma. Their success depends on thoughtful selection of products, markets, and partners, as well as clear internal alignment. Outsourcing key elements can reduce risks and speed execution. If early outcomes are positive, more companies are likely to adopt and expand the model.

Read also:
Pharma’s Digital Retail Platforms: The Future Standard for Selling Drugs Online?
Pharma’s Digital Retail Platforms: Can They Compete with Integrated Online Pharmacies?
Digital Retail Platforms: The new concept of Pharma to sell directly to patients