Co-pay programs are designed to reduce affordability barriers and help patients start and stay on prescribed therapies. Yet many of these programs continue to measure success through digital engagement metrics such as card downloads, app installs, or registrations. “The Download Trap” explores how the industry may be optimizing for the wrong signals and why it is time to rethink how success is defined. The conversation will focus on shifting from vanity metrics toward outcomes that truly matter, ensuring that co-pay programs deliver meaningful value to patients, providers, and healthcare systems.

Patient affordability remains one of the biggest barriers between a prescription and a patient actually starting therapy. Even when effective co-pay programs exist, patients and providers often face fragmented systems, complicated enrollment processes, and limited awareness of available support. co-pay.com addresses this challenge by simplifying how co-pay assistance is discovered, accessed, and activated. The result is faster enrollment in co-pay support, reduced prescription abandonment, and more patients getting on therapy when they need it. This presentation explores how simplifying affordability pathways can help healthcare stakeholders move beyond awareness and toward real, measurable improvements in patient access and adherence.