ixlayer, a cloud-based platform for end-to-end direct-to-patient (DTP) healthcare, announced the appointment of Helmut Osorio as General Manager. Osorio joins the company as pharmaceutical organizations increasingly seek more measurable and effective ways to connect with patients throughout the healthcare journey, from awareness through treatment and care access.
Osorio will report to ixlayer co-founder and CEO Pouria Sanae and brings more than 20 years of leadership experience spanning marketing, sales, market access, commercialization, and global product launches. His appointment comes during a period of strong growth for ixlayer and rising demand for direct-to-patient healthcare models across the biopharma industry.
Over the past year, ixlayer has received multiple industry awards recognizing its work in biopharma collaboration, patient engagement, and health equity. The company also reported growing market interest in direct-to-patient programs. According to a recent survey conducted by ixlayer in partnership with the Digital Health Coalition, 94% of pharmaceutical leaders said they are currently running, planning, or exploring direct-to-patient initiatives, while 82% said fragmented healthcare experiences have diminished the effectiveness of direct-to-consumer marketing investments.
Before joining ixlayer, Osorio served as Senior Director of Marketing, Ophthalmology at Regeneron Pharmaceuticals, where he led science-based marketing strategy and launch execution efforts for EYLEA HD. He also served as Principal and Managing Partner of Gordian Solutions LLC, advising biopharmaceutical and life sciences companies on commercialization, market access, positioning, and product launch strategies.
Earlier in his career, Osorio held senior commercial leadership positions at Purdue Pharma, Auxilium Pharmaceuticals, and Pfizer. In those roles, he managed brand strategy, market access planning, and growth initiatives across primary and specialty care portfolios, including several multi-billion-dollar healthcare brands.
Osorio earned an MBA in Marketing and Finance from the Ross School of Business at the University of Michigan and a bachelor’s degree in Psychology and Pre-Med from the University of Michigan. He is bilingual in English and Spanish.
ixlayer said its platform has supported more than four million patient care journeys to date and continues to focus on improving patient access, healthcare equity, operational efficiency, and treatment outcomes through its direct-to-patient technology infrastructure.
KEY QUOTES:
“Pharma marketers are under more pressure than ever to turn awareness into action, and action into measurable care progression. The brands winning today are the ones closing the gap between DTC spend and actual patient outcomes — and that requires infrastructure, not just intent. Helmut has built and scaled commercial strategies on both sides of that challenge, and that experience is exactly what our biopharma partners will benefit from.”
Pouria Sanae, Co-Founder and CEO, ixlayer
“Having led launches and market access strategy at large pharma, I’ve seen firsthand how much value gets lost between a patient becoming aware of a treatment and actually accessing it. ixlayer is purpose-built to close that gap in a way I haven’t seen elsewhere. The opportunity to help biopharma partners make that journey more seamless, and at scale, is very exciting.”
Helmut Osorio, General Manager, ixlayer
