The news: Agentic AI company Infinitus is rolling out new tools designed to boost pharma companies’ direct-to-consumer (D2C) websites, where consumers can buy medications directly from the manufacturer.

• An Infinitus AI agent is available 24/7 to coordinate prescription refills and answer patient questions about medication dosages, storage, affordability programs, and pharmacy options.
• When a patient leaves a prescription in the checkout cart, Infinitus agents can reach out to see if there’s a cost or eligibility issue that needs to be addressed.
• Infinitus says its agents will also help a drugmaker’s content appear in LLMs like ChatGPT.

Why it matters: The surge in pharma D2C offerings will continue as the Trump administration pushes drugmakers to offer more medicines directly to patients at lower prices—but most consumers aren’t aware of these offerings.

• 22% of consumers report being “very familiar” with pharma’s D2C medication services, according to a July 2025 Model N survey.
• 80% of consumers said they either know nothing at all (59%) or very little (21%) about TrumpRx, a government-run website that will connect consumers to pharma manufacturers’ D2C medication platforms, per a November 2025 KFF survey.
• Modal N respondents flagged insurance/cost issues (58%) and lack of pharmacy consultation (37%) as their top concerns with purchasing medications directly from drugmakers—gaps pharma could fill by offering 24/7 agent support and cost-saving tools.

Implications for pharma companies: As pharmaceutical companies move to sell drugs directly to patients, the immediate next step is raising awareness and making their online platforms easy to use. Pharma companies will also need to build relationships, ensure patients don’t discontinue treatments, and provide a better healthcare experience than what consumers are typically used to in order to convert people who rely on traditional channels for medication information and purchases.

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