Model N survey shows consumers are interested in DTC drugs — if the price is right

According to the survey, 4 in 10 respondents delayed filling prescriptions due to cost

REDWOOD CITY, Calif. – Oct. 21 2025 – As momentum for direct-to-consumer (DTC) drug sales grows, a new survey from Model N, a leading provider of revenue optimization and compliance solutions, reveals that 72% of consumers would be somewhat or very likely to use this type of service. Through this channel, people can buy prescriptions directly from pharmaceutical manufacturers at a discount, bypassing traditional pharmacy and insurance channels.

DTC models were created in response to America’s ongoing drug affordability crisis. According to the Model N survey, 40% of respondents have skipped or delayed filling prescriptions due to financial concerns. 

Price is the top factor influencing DTC purchases; nearly three-quarters said lower costs would make them more likely to purchase medication directly from a manufacturer. The level of interest in DTC was comparable across all income brackets. However, only 22% of those surveyed have used a DTC service. 

Pharma companies are investing more heavily in this channel. Pfizer recently announced agreements to participate in a government-run DTC portal and another developed by the Pharmaceutical Manufacturers Association. 

“The DTC distribution channel is a positive development because it expands access to certain medications,” said Jesse Mendelsohn, Senior Vice President at Model N. “However, it remains to be seen if this substantially moves the needle on overall drug affordability.”

Barriers to DTC adoption

The Model N data revealed that 86% of consumers have concerns about purchasing directly from pharma manufacturers. Considerations include:

·  Problems with insurance covering the cost: 58%

·  Delivery reliability: 38%

·  How they check if a prescription is valid: 37%

·  Lack of pharmacist consultation: 37%

“It’s important to note that DTC purchases are treated as cash transactions, meaning insurance will not cover or reimburse a patient for the costs,” said Mendelsohn. “As a result, most insured patients will find that their copay or coinsurance is considerably lower than paying out of pocket through a DTC channel. This option will be most beneficial for individuals who are uninsured, have high deductibles, or whose medications aren’t covered by their plans.”

Patients want price transparency

The survey found that 75% of respondents consider knowing medication prices before visiting the pharmacy somewhat or very important, and they will shop around to find the best price. The most common methods include:

·  Using price comparison websites/apps (GoodRx, etc.): 39%

·  Checking with multiple pharmacies: 30%

·  Asking my doctor: 30%

·  Calling my insurance company: 26%

Drug pricing through traditional distribution channels is opaque. With fewer intermediaries involved, DTC pricing is more transparent. 

For more information on how DTC will affect drug affordability, read this Model N blog.

Survey methodology

Dynata conducted the survey in June 2025. The results included 1,000 online responses from adults aged 25+ across the United States.