Pharma Reinvents Distribution With TikTok and Telehealth, PBMs Accidentally Become Data Transparency Heroes, and Hims & Hers Decides Lab Testing Is the New Hair Loss

Hey all,

Happy Monday! Disruption cuts in unexpected directions, and not all consequences land where you'd think. The most hated middlemen in healthcare might deliver the best patient data access, pharma's direct-to-consumer bypasses create pricing transparency while consolidating market power, and convenience-focused startups are expanding into clinical services whether they're qualified or not. Sometimes the shortcut actually works better than the official pathway, sometimes it just creates new gatekeepers with better branding, and sometimes it's genuinely hard to tell which one you're getting until it's too late.

Enjoy the rundown!

Jacob Brody (Co-Founder & CEO, ZorroRX)

(Healthcare Huddle) Pharma’s New DTC Playbook

Drugmakers are quietly redesigning the traditional supply chain by blending influencer-driven marketing, branded telehealth services, and direct-to-consumer (DTC) cash-pay platforms to bypass insurers and tighten control over patient access and drug pricing. This strategy capitalizes on TikTok-fueled demand and programs like LillyDirect, PfizerForAll, and the upcoming TrumpRx platform to offer discounted—but still profitable—access to popular medications like GLP‑1s, often outside the bounds of traditional insurance. While patients may benefit from slightly lower prices and expanded access, the core power dynamics remain intact—pharma still holds all the cards, just with a friendlier smile and a checkout button. Full Article

(Health API Guy) The PBM Shortcut and Patient Data Access

Brendan Keeler explores how PBM-sourced data, particularly through tools like Milliman’s IntelliScript, could offer a faster and more complete route to patient health information than the painstaking, slow-motion rollout of TEFCA-based EHR connections. While apps like Fasten Health and Flexpa are making solid progress pulling provider data, PBMs already have near-total coverage through medication and claims feeds—making them a surprisingly efficient alternative for consumer access and raising fresh questions under FCRA. Because of course, the most hated middlemen in healthcare might just end up being the ones who deliver real transparency. Full Article.

(WSJ) Hims & Hers Bets on Lab Testing to Boost Growth:
Hims & Hers Health is launching lab testing services through a partnership with Quest Diagnostics, aiming to expand into preventive care and potentially build a $1 billion diagnostics business. This move marks a shift beyond its traditional focus on hair loss, weight loss, and sexual health treatments, targeting consumers who want accessible, affordable ways to monitor key health markers such as heart health, metabolism, and hormones. Naturally, for a company not exactly known for delivering top-tier care, jumping into lab diagnostics feels like the perfect next step in redefining what "convenient" healthcare looks like. Full Article