Pharmaceutical manufacturers are bringing more patient support programs in-house as they seek greater influence over the patient journey and the data generated during treatment, according to Guidehouse’s 2026 Patient Support Programs Trends report. Survey results showed a 23-point decrease in the use of third-party HUB services, signaling a move toward more hybrid and insourced models for programs that help patients access, afford, and stay on therapy.
The move comes as manufacturers prepare for major federal policy changes affecting affordability programs. Only 14% of surveyed leaders said they feel “very prepared” to adapt their programs to Inflation Reduction Act policies, including Medicare price-setting, Medicare Part D redesign, and caps on patient out-of-pocket spending.
Patient support programs are also being affected by the expansion of health plan copay accumulator and maximizer programs. Sixty-five percent of executives identified these programs as disruptive to the patient journey, with navigation of payer rules becoming a significant operational bottleneck. Additional pressure comes from new regulations requiring pharmacy benefit managers to fully pass rebates on to health plans.
To manage rising complexity, pharmaceutical companies are increasing focus on AI and automation for reimbursement support. Executives identified automated prior authorization, benefits investigation, and benefits verification as some of the most impactful tools for improving patient and provider experiences. Douglas R. Martin, MD, Guidehouse’s Global Life Sciences Leader, said the findings reflect “an industry that is committed to patient access and working diligently to adapt its programs to a complex business environment.”