Virtual Care Isn’t Optional: A STAT x Wheel Webinar on DTC Telehealth
Wheel recently partnered with STAT News to host a virtual editorial roundtable exploring one of the most urgent topics in healthcare innovation: the rise of direct-to-consumer (DTC) virtual care and its intersection with pharmaceutical companies.
The event, Prescribing Enters the Digital Age, brought together healthcare experts from academia, digital health, and commercialization strategy to unpack the ethics, risks, and promise of this evolving care model. The discussion came on the heels of increased media scrutiny, a Senate investigation into pharma-telehealth partnerships, and growing demand for care access that bypasses traditional gatekeepers.
Amid the contrasting viewpoints, one message was consistent: this shift toward digital-first care is real, consumer-driven, and accelerating. Virtual care infrastructure is no longer optional—it’s fundamental to the future of patient access and pharmaceutical commercialization.
The rise of direct-to-consumer telehealth in pharma
Direct-to-consumer virtual care is not new, but its adoption has surged in recent years with rising consumer expectations and technological progress. More than 180 million Americans have engaged in at least one telehealth visit—over half the population. Increasingly, patients are turning to digital channels not just for urgent and convenience care, but for ongoing treatment of chronic and stigmatized conditions such as obesity, menopause, and dermatology issues.
This shift has not gone unnoticed by the pharmaceutical industry. In the last 6-12 months, several leading pharma brands have launched or expanded DTC platforms that enable patients to begin their care journey from a branded pharma website. These platforms connect patients to third-party telehealth providers enabling clinical guidance, diagnosis, and prescribing and medication fulfillment when appropriate—all through a single digital pathway.
The goal? To open up more patient access points, to meet healthcare consumers where they are, and ultimately to deliver seamless patient-centric experiences. But this model has also raised important questions around clinical independence, data privacy, and equitable access.
Protecting digital patient access with responsibility
In her opening remarks, Wheel CEO Michelle Davey acknowledged the friction in today’s DTC models: concerns around overprescribing, regulatory gray zones, and the perception that some platforms serve brands more than patients. She argued that virtual care, done right, is about access not shortcuts.
With nearly 7 million visits powered through Wheel, the platform has helped patients with stigmatized or hard-to-treat conditions (like obesity or menopause) find timely, safe, and clinically-responsible care.
The question isn’t whether virtual care should exist. It’s how to do it responsibly and at scale.
Davey emphasized that virtual care models—particularly those sponsored by pharma—must be held to high standards. That includes clinical independence for providers, transparency in program design, and a commitment to patient outcomes over brand loyalty. But she also challenged the notion that digital access is inherently suspect, noting that patients are actively choosing these models because they fill real access gaps.
Wheel powers an average of 4,000 virtual visits every day, many of them cash-pay, and all governed by rigorous clinical protocols and compliance safeguards. “That’s not luck,” Davey said. “That’s infrastructure.”
Key takeaways on direct-to-patient pharma prescribing
From cautious optimism to critical scrutiny, the panelists brought a wide range of views—but all agreed on one thing: virtual care is changing the rules. Below are the most important insights on how pharma, patients, and providers must adapt.
1. The Patient is in the Driver’s Seat
Digital-first platforms are reimagining how patients access treatment. As Laura Jensen of GoodRx pointed out, today’s patients expect Amazon-like convenience. They may not know (or care) who manufactures their medication. They care about simplicity, transparency, and affordability. And virtual care delivers that.
2. DTC Can Expand Access—With the Right Safeguards
Direct-to-consumer virtual care has the power to close critical gaps in access—especially for patients who struggle with stigma, geography, or provider shortages. Panelists emphasized that with clear guardrails around clinical independence, data transparency, and ethical design, these models can empower patients and support informed, evidence-based care. The opportunity isn’t just to expand reach—but to do so better than traditional channels have allowed.
3. Pharma Must Define Its Role in a New Access Model
The panel debated how pharmaceutical companies should engage. Virtual platforms could allow pharma to finally take responsibility for the full patient journey—from symptom to script. But that shift comes with the burden of accountability.
4. The Market May Be Small Now, But It’s Growing
Virtual care is still in its early innings. While not every patient will click through an ad and get a prescription online, certain therapeutic categories (obesity, dermatology, sexual health) are ripe for digital-first experiences. And as technology matures, so will adoption.
5. Access Must Be Broad, Not Siloed
Panelists warned against virtual programs that limit choice—through narrow pharmacy networks or exclusive partnerships. To really improve access, solutions must work across health systems, geographies, and socioeconomic lines.
Why DTC telehealth models exist: meeting patients where they are
The rapid growth of digital care access isn’t just a market trend—it’s a direct response to the friction patients experience in the traditional system. Long wait times, narrow formularies, and fragmented care delivery continue to limit access to timely, effective treatment.
This is particularly true in therapeutic areas where stigma, shortage of specialists, or time-sensitive symptoms create additional barriers. By enabling a virtual care pathway from awareness to treatment, brand-sponsored platforms can help patients receive medically appropriate care faster, so long as the programs are designed responsibly.
Clinical integrity and compliance in DTC pharma models
Critics of the DTC telehealth model often point to the potential for inappropriate prescribing or undue brand influence. Davey addressed this concern head-on: “When clinical decisions are made independently—based on evidence, not economics—these models can both expand access and protect patients.”
At Wheel, infrastructure is designed to support clinical autonomy. Providers operate under a separate medical group with their own governance and protocols. Wheel’s platform is built to meet or exceed national standards for telehealth safety, privacy, and clinical oversight. Across millions of visits, Wheel has maintained a record of zero reported misconduct or malpractice.
The takeaway? It’s not the model that determines risk—it’s the structure.
Audience Q&A: What the industry is asking (and where Wheel stands)
During the webinar, audience members posed dozens of thoughtful, challenging questions. Below are a few we’ve chosen to answer from Wheel’s point of view:
Q: If patients can now start their care through a pharmaceutical brand’s website, how do we ensure this doesn’t fragment care or sideline pharmacists and PCPs?
A: Fragmentation is a valid concern, but it’s not unique to virtual care. In fact, digital platforms can enable better data sharing and documentation than many in-person workflows. Wheel’s infrastructure is built to support interoperability, including sharing visit summaries and prescriptions with a patient’s existing providers when possible. We believe virtual care should augment, not replace, the broader care ecosystem.
Q: Are patients being overcharged by DTC providers for prescriptions they could get more cheaply elsewhere?
A: Wheel’s role is to support transparent, compliant virtual care, not to set drug prices. That said, we encourage all partner programs to offer pricing that is fair, competitive, and clearly communicated. In our experience, most patients choosing these programs are doing so for access, convenience, and clinical trust and not because they’re unaware of pricing alternatives. Smart DTC design includes clear comparisons and options, including generics.
Q: Isn’t there a risk that this model prioritizes brand interests over medical ones?
A: Transparency and oversight are critical when commercial stakeholders are involved in care, but this isn’t new to the digital health industry. The relationship between telehealth companies and life sciences is governed by strict security, compliance, and operational firewalls. Pharmaceutical brands may fund access programs, but they do not write policies, dictate prescribing, and are prohibited from exerting any influence on clinical protocols.
What matters is how we draw the line between access and influence. Responsible virtual care platforms separate infrastructure from incentive. Brands can fund the platform, but they don’t shape clinical protocols, train providers, or influence prescriptions. That guardrail is fundamental and enforceable.
Q: What’s the role of brand-sponsored virtual care in rural or underserved areas?
A: DTC platforms hold particular promise for patients without local access to care. However, not all virtual models reach underserved populations equally. At Wheel, we’re focused on helping partners deploy care that’s not just available but inclusive. That means building multilingual access points, ensuring mobile responsiveness, and expanding licensure across all 50 states.
The path forward for DTC telehealth in pharma
There’s no doubt that DTC telehealth—especially when linked to pharmaceutical brands—raises tough questions. But shutting down innovation isn’t the answer. As Davey put it, “We should be building smarter regulation—not walking away from innovation.”
Instead of assuming risk, let’s build frameworks that define what responsible care looks like—across platforms, sponsors, and conditions. That includes:
- Codifying clinical independence
- Mandating transparency around payments and prescribing
- Creating patient-centered metrics for safety, trust, and outcomes
Wheel is committed to helping lead that effort—because we believe that when done right, virtual care is not just acceptable. It’s essential.
Ready to build a responsible DTC strategy?
Wheel powers infrastructure for leading pharma and digital health brands across therapeutic areas. Our platform helps you:
- Launch compliant, scalable virtual care programs
- Deliver evidence-based care through independent providers
- Meet patients where they are—digitally, ethically, and efficiently
Let’s talk about how to build your next virtual care program—with integrity from day one.