Beyond the Script: How Pharmaceutical Brand Leaders Define Success

New survey data reveals how pharma/biotech brand teams are redefining success — and how integrated Physician site-of-care solutions are closing the gap.

When it comes to specialty medication access, prescription volume is not the only metric that defines success. According to new survey findings from Elevate Health Technologies, pharma and biotech brand leaders are raising the bar — and their answers point to a more patient-centered, outcomes-driven definition of what good looks like.

Brand Leaders Are Redefining Success

Ask a pharmaceutical or biotech brand team how they define success and the answer is not just a single metric — it's multi-faceted. Beyond prescription volume, respondents pointed to adherence, time to therapy, and patient outcomes as their primary measures of success. This signals a meaningful evolution in how brand leaders think about the value their therapies deliver — not just whether a prescription is written, but whether the patient gets treatment, stays on it, and benefits from it.

This shift has direct implications for how brand teams evaluate the site-of-care partners, hub programs, and access solutions they invest in. Moving product is no longer enough. What brand leaders want is infrastructure that supports the full patient journey — from coverage determination to administration to long-term adherence.

Elevate Health Technologies' OnePulse Connect solutions were built for exactly this moment. Its In-Office Dispensing (Medically Integrated Dispensing / MID) program enables specialized healthcare practices to dispense oral and injectable specialty medications directly at the point of care, while its In-Office Infusion services keep infused therapies within the physician's office — where patients stay connected to their care team from first dose through long-term treatment. Together, these two models create a seamless site-of-care experience designed to close the gap between prescription and outcome.

The Access Bottlenecks Are Impossible to Ignore

Despite significant investment in patient access programs, the obstacles that slow patients down remain stubbornly in place. 73% of respondents cited benefits verification and prior authorization delays as their top challenge — a striking number that reflects just how deeply these friction points cut into a brand's ability to deliver on its clinical promise.

Specialty pharmacy bottlenecks compound the problem. Even when coverage is approved, coordinating timely delivery to the right site of care — without unnecessary delays or patient drop-off — continues to frustrate brand teams and the patients they serve. For therapies where time to treatment directly affects outcomes, these delays are not just operational headaches. They are clinical risks.

This is precisely the problem that Elevate Health Technologies' OnePulse Connect In-Office Dispensing (MID) program is designed to solve. By enabling specialized healthcare practices to dispense medications directly at the point of care, MID eliminates the handoffs and wait times that define the traditional specialty pharmacy model. The result: patients leave their appointment with their therapy in hand — not a prescription they have to chase down.

The Patient Journey Still Has Critical Gaps

When asked where coordination breaks down most, respondents zeroed in on benefits investigation and care coordination as the points of greatest concern. These are the moments where patients are most at risk of abandoning therapy entirely — right at the beginning, when coverage complexity feels overwhelming, and throughout treatment, when communication gaps between stakeholders leave patients without clear direction.

For brand leaders, these findings are a call to action. Patients who fall through the cracks at these touchpoints don't just miss a dose — they often never start therapy at all.

Elevate Health Technologies addresses this directly through Coverage Tracker, part of its OnePulse Connect solution providing automated technologies to expedite prior authorizations and provide coverage information in real time — reducing the administrative burden on practice staff and accelerating the path to treatment authorization.

The Model That's Resonating: MID & IOI

It's clear that brand leaders are paying attention to a model that works. 53% of respondents are already familiar with MID programs, and 67% identified faster time to therapy as the most compelling benefit of physician site-of-care programs including In-Office Dispensing (MID) and In-Office Infusion.

Elevate Health Technologies' OnePulse Connect-Infusion (IOI) program keeps infused therapies within the physician's office, where care teams monitor patients, address concerns in real time, and reinforce adherence at every visit. Rather than routing patients through a separate infusion center — another handoff, another opportunity for dropout — IOI positions the treating physician as the hub of the patient's entire care experience.

Moreover, our model operates within existing distributor and GPO frameworks, ensuring alignment with established channel strategies while driving incremental utilization at the practice level. Together, MID and IOI create a site-of-care model that directly addresses what brand leaders say they care about most: getting patients to therapy faster, keeping them on therapy longer, and delivering outcomes that reflect the clinical potential of the treatment itself.

What This Means for Pharmaceutical Brand Leaders

The survey data tells a consistent story: pharmaceutical and biotech brand leaders know where access breaks down and understand the cost of delays. Moreover, a growing majority recognize that integrated site-of-care solutions — not traditional specialty pharmacy models — are the path to closing the gap between prescription and outcome.

For brand teams evaluating access partnerships, Elevate Health Technologies offers custom programs implemented at the physician site-of-care, addressing the challenges respondents named most: faster start to therapy, increased adherence, and a model that keeps patients connected to care at every step. Custom programs provide visibility into therapy initiation, adherence trends and site-level utilization.

Elevate Health Technologies partners with specialty healthcare providers and pharmaceutical manufacturers to streamline the patient journey through its OnePulse Connect In-Office Dispensing and Infusion programs. To learn how we can support your brand's access strategy or collaborate with us on a pilot site-of-care program, contact us today or visit elevateht.com.

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