The pharmaceutical industry faces growing challenges in converting direct-to-consumer awareness campaigns into actual medication adherence due to escalating payer restrictions and high out-of-pocket costs. Studies show notable increases in formulary restrictions, utilization management, and prescription abandonment, resulting in nearly one billion unfilled prescriptions annually. Despite significant investments in patient assistance programs, awareness remains low. Providers face pressure to prescribe lower-cost alternatives, complicating brand retention and patient outcomes in an increasingly complex market environment.