With US drug pricing reforms looming, pharmaceutical firms have introduced direct-to-patient models to enhance medication accessibility and affordability. PHIL launched its Direct-to-Patient 2.0 platform aiming to improve insurance coverage navigation and adherence, focusing initially on high-demand GLP-1 therapies priced around $499/month. Additionally, Novo Nordisk collaborated with GoodRx to offer GLP-1 meds at fixed cash prices, exemplifying a broader industry shift toward patient-centric access solutions amid regulatory and market pressures.