Key takeaways 

• Some programs bundle telehealth, prescriptions, and home delivery — mainly for uninsured and cash-paying consumers.
• Weight-loss GLP-1 drugs helped fuel the rise of direct sales, but other medications like blood thinners and flu treatments are offered.
• Drug discounts can be hefty, but consumer savings often depend on the buyer’s insurance status and other personal factors.

Comparison shopping is key as consumers see more options for getting prescription drugs. 

Recent moves by major pharmaceutical companies to sell some popular drugs directly to consumers could remake how many Americans buy their prescriptions.¹

Bristol Myers Squibb and Pfizer unveiled plans last month to sell their jointly marketed blood thinner medication, Eliquis, directly to patients at discount cash price.² Roche is considering a similar direct-to-consumer (DTC) service for some of its medications.³

Others in the industry already offer direct sales to consumers. Pfizer launched a program last year that offers telehealth appointments, prescriptions, and discounts to consumers for certain flu, migraine, and Covid-19 drugs.⁴

Eli Lilly offered the first such combined platform in early 2024, called LillyDirect, featuring telehealth and direct sales of its popular weight-loss GLP-1 medication Zepbound, along with some diabetes and migraine drugs.⁵ Novo Nordisk followed suit in March 2025 with direct consumer sales and shipments of its weight-loss drug Wegovy.⁶

Read more: Rx revamp: It’s easier than ever to get doorstep delivery of prescriptions

How DTC drug programs work 

The models typically feature big discounts — sometimes more than 50% off manufacturer list prices — for direct cash purchases that often bypass traditional pharmacy benefit managers and insurance. The programs are limited to certain drugs and are generally geared toward uninsured buyers or those willing to pay out of pocket.⁷

Lilly’s and Pfizer’s full-service platforms feature virtual consultations with independent health practitioners affiliated with the platforms. The providers can — but aren’t required to — prescribe medications offered through the programs. That clears the way for patients to order medicines for home delivery.⁸

Some medications on Lilly’s platform, such as Zepbound, are available only to patients who pay cash out of pocket, which helps streamline the process. However, patients may use commercial insurance for other eligible drugs.⁹

Not all programs include telehealth visits. Novo Nordisk’s platform, for example, allows cash-paying patients with an existing prescription for Wegovy to send it directly to the company, with users getting a discounted price and home delivery.¹⁰

Drug offerings could grow. A May executive order from the administration urged the industry to expand direct-to-consumer sales with lower prices and was recently followed by direct letters to more than a dozen companies.¹¹

Drug discounts and comparison shopping 

Steep discounts are the main drawing feature for consumers, especially those paying out of pocket. Eliquis has a manufacturer list price of $606 for a 30-day supply but will be offered to cash-paying customers for $346 a month under the new platform set to launch in early September.¹² 

Potential savings for consumers depend on the medication and the individual’s insurance situation. More than 90% of patients taking Eliquis have coverage under commercial or corporate health insurance plans or Medicare, which might offer lower prices. Medicare plans to reduce its price for the blood thinner to $231 a month, beginning in 2026.¹³

It’s often a different story for injectable GLP-1 medications, which are often not covered by insurance providers. Medicare, for example, covers Zepbound for sleep apnea and Wegovy for cardiovascular risk reduction, but doesn’t cover either drug when used solely for weight-loss purposes.¹⁴

The surging popularity of the expensive drugs has been a driving force behind creating DTC models to begin with. Novo Nordisk’s program offers Wegovy for $499 per month to cash-paying customers without insurance, well below its $1,349 list price, though still a substantial expense.¹⁵

Both Novo Nordisk and Eli Lilly see non-insurance, cash-based sales as a growing part of their business strategies.¹⁶ In the first quarter of 2025, about 25% of new Zepbound prescriptions were filled through LillyDirect, the company said.¹⁷

Comparison shopping is essential for both insured and uninsured consumers looking at DTC platforms. The published, transparent pricing can help patients plan and set budgets.¹⁸ Online comparison tools from third parties can help consumers decide whether to pay directly or use insurance for certain prescription purchases.¹⁹

Read more: GLP-1 medications: Transforming health and spending habits

Streamlined telehealth, drug access 

A one-stop shop for telehealth visits, online prescriptions, and home delivery can be attractive to many types of patients, especially patients with chronic or recurring conditions or those living in underserved areas where healthcare access might be limited.²⁰

Empower research shows that 36% of Americans would rather pay more to get an item delivered instead of driving 10 minutes to get it.

There are other considerations to keep in mind. Only certain drugs are offered through DTC platforms, so consumers still might need in-person health appointments and to visit pharmacies for other prescription needs or over-the-counter treatments.²¹

Some consumers might prefer in-person interactions with doctors or pharmacists, seeing them as better positioned to handle certain types of conditions, catch drug side effects and interactions, or develop ongoing relationships with patients.²²

Some lawmakers have also raised concerns that some consumers might overuse telehealth platforms and DTC platforms, potentially leading to unnecessary prescriptions.²³

Consumers can be best positioned when they weigh all of their options for seeing health professionals and filling prescriptions. DTC models can offer significant savings, convenience, and faster access to medications, but much depends on each person’s health needs, insurance status, and financial considerations.  

Read more: What can I use my HSA for?