Reimagining patient support in the era of MFN: A strategic imperative for manufacturers

As the pharmaceutical landscape continues to evolve under the pressure of pricing reform, the Most Favored Nations (MFN) policy stands out as a pivotal shift with far-reaching implications.

While its intent, to align US drug prices with those of peer nations, addresses a long-standing affordability concern, the policy introduces new complexities for manufacturers, particularly in how they sustain and scale patient support programs.

This moment presents both a challenge and an opportunity. Manufacturers must now navigate a pricing environment that compresses margins while maintaining their commitment to patient access. The question is no longer whether patient support programs are valuable, they are indispensable, but rather how they can be restructured to remain viable and impactful in a more constrained financial environment.

The hidden cost of pricing reform

Patient support programs have long served as a bridge between innovation and access. Copay assistance, free drug programs, and personalized navigation services have enabled countless patients to initiate and adhere to treatment, especially in high-cost therapeutic areas like oncology, rare disease, and immunology. These programs are not just goodwill, they are strategic tools that drive outcomes, health equity, brand loyalty, and long-term value.

However, MFN introduces a pricing model that may significantly reduce the revenue manufacturers earn from certain therapies. As reimbursement tightens, the financial flexibility to fund broad-based support programs diminishes. We are already seeing early signs of program contraction: narrower eligibility criteria, reduced copay offsets, and leaner staffing for patient engagement services.

This is not a sustainable trajectory. If left unaddressed, it risks undermining the very access gains these programs were designed to achieve.

Strategic response: A new model for patient support 

Manufacturers must now reimagine their patient support strategies, not as cost centers, but as integrated components of their market access and value delivery models. This requires a shift from volume-based assistance to precision support, where resources are deployed based on patient need, therapeutic complexity, and payer dynamics. To meet these goals manufacturers must take a multi-pronged approach:

1. Program optimization: Conduct a full audit of existing support services to identify redundancies, inefficiencies, and opportunities for automation. Digital platforms can streamline enrolment, verification, and adherence tracking, reducing overhead while improving patient experience.
2. Data-driven targeting: Use real-world evidence and patient segmentation to tailor support offerings. Not all patients require the same level of assistance, and a stratified model can ensure high-touch services are reserved for those with the greatest barriers to access.
3. Strategic partnerships: Collaborate with third-party foundations, specialty pharmacies, and advocacy organizations to extend reach and share operational burden. These partnerships can help maintain continuity of care even as internal resources are reallocated.
4. Policy engagement: Advocate for clearer regulatory guidance on what forms of patient support are permissible under MFN and related reforms. Manufacturers must be proactive in shaping the policy environment to protect patient access.
5. Portfolio alignment: Reassess pipeline and commercialization strategies in light of MFN’s pricing implications. Therapies with narrow margins may require alternative launch models or value-based contracting to remain viable.

The path forward 

The MFN policy is a wake-up call, not just about pricing, but about the fragility of access in a system where support programs are often the last line of defense for patients. Manufacturers have a unique opportunity to lead with empathy and innovation, designing support models that are both financially sustainable and deeply patient-centered.

Let LCP help you translate this vision into action. Through strategic planning, operational redesign, and stakeholder engagement, we can help manufacturers build resilient support infrastructures that withstand policy shifts and continue to deliver on their promise to patients.

Please reach out if you would like to speak further.