Manufacturer Direct D2C and the Future of Independent Pharmacy | TWIRx Special Series

In this IPC-sponsored episode, Todd Eury explores how manufacturer-direct programs, direct-to-consumer channels, cash-pay models, specialty carve-outs, and new reimbursement structures are reshaping medication access and independent pharmacy.

 

Joining the conversation are Shelley Bailey of Independent Pharmacy Cooperative and Sammy Salem, Principal Owner and COO of Vios Health and an Executive Board Member of AAPARx.

 

Manufacturer-direct care is often associated with websites, telehealth, and mail-order fulfillment—but it does not have to exclude community pharmacy. IPC is developing infrastructure that allows patients to receive manufacturer-supported pricing while participating independent pharmacies remain the dispensing location.

 

The discussion examines IPC’s manufacturer-sponsored GLP-1 opportunities and a broader network covering more than 140 branded medications. Shelley and Sammy explain how these programs can improve patient affordability, create more sustainable pharmacy economics, and help independent pharmacies reconnect with patients lost to online and manufacturer-controlled channels.

 

Topics include:

 

• Whether the traditional pharmacy benefit is beginning to fragment
• How manufacturer-direct programs can include independent pharmacy
• The economics behind manufacturer-supported reimbursement
• Finding patients facing denied authorizations, high deductibles, lost coverage, or limited brand access
• Why excellent service must now be paired with digital access and new payment models
• Employer drug carve-outs and the importance of evaluating total benefit economics
• Point-of-sale affordability and acquisition-cost protections
• What manufacturers need to provide for pharmacy participation
• How successful pharmacies can prepare for the next access model

 

The central message is clear: the industry may not need to create new dollars—it needs to change where existing dollars land.

 

In partnership with GoodRx, this manufacturer-direct program combines GoodRx’s trusted consumer platform and broad patient reach with IPC’s nationwide network of independent pharmacies. Together, we create a more direct and accessible path from patient engagement to prescription fulfillment—while keeping community pharmacies at the center of care.

 

IPC GPO members interested in participating should contact their IPC Regional Director. Other IPC members, affiliates, and interested pharmacies can reach IPC Digital Health at digital-health@ipcrx.com.

 

Host: Todd S. Eury, Pharmacy Podcast Network Guests: Shelley Bailey, IPC; Sammy Salem, AAPARx and Vios Health Sponsored by: Independent Pharmacy Cooperative