The Afterlife of the Gross-to-Net Pricing Model

Written By Brittney Wysong

The Afterlife of the Gross-to-Net Pricing Model

How Price Transparency is Reshaping Pharma Access

U.S. drug-pricing policy is undergoing a significant transformation — moving beyond traditional list prices and influencing how pharmaceutical discounts and access pathways are structured. The push for rebate transparency and point-of-sale pass-throughs, coupled with the rise of direct-to-patient (DTP) and cash-pay channels, is transforming how pharmaceutical value flows to patients.

What's inside:

  • Where biopharma pricing policy is heading and what structural shifts are already underway

  • How legacy rebate models and gross-to-net erosion are constraining patient access financing.

  • Why direct-to-patient and cash-pay channels are expanding — and what that means for brand economics.

  • How commercial leaders are redefining patient support from an operational cost to a strategic capability.

  • What the next generation of access programs must look like to remain viable under compressed margins.

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Brittney Wysong

I turn complex healthcare stories and systems into marketing that people can actually understand. My brain is constantly connecting dots between strategy and creativity, data and design. I'm a doer and a thinker, a question asker and an idea generator. As a small business owner and mom, I've mastered the art of making things happen while juggling...a lot.

What I bring: Strategic digital marketing across the healthcare ecosystem, with expertise in brand positioning, sales enablement, content development, and graphic design. I excel at creating marketing frameworks that align sales teams, educate stakeholders, and get momentum on business objectives.

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