Direct-to-Patient (D2P) health models are accelerating innovation by centering directly on patient needs, enabling faster feedback, stronger engagement, and more sustainable growth. 

In his latest article, Luigi Pavia, Ecosystem Engagement & Partnerships at Frontiers Health, explains why D2P is rewriting the rules of health innovation. Companies embracing D2P—across Europe and the U.S.—are raising significant investment rounds thanks to their ability to learn quickly from real-world patient behavior, build trust, and demonstrate early adoption. 

D2P succeeds because it forces clarity on value, user experience, and measurable outcomes. To scale this approach responsibly, broader healthcare stakeholders—including pharma, payers, regulators, and providers—must adapt with stronger frameworks for trust, data governance, and evidence generation. At the same time, investors are increasingly backing D2P not as consumer apps but as engines for faster learning and early proof of value. 

At Frontiers Health 2025, the focus was on scaling these models through new engagement strategies, hybrid care pathways, and patient and clinician-led innovation. 

Read the full article here.