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 the 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