Pharmaceutical Companies BMS and Pfizer enter direct-to-consumer (DTC) market trend, providing Eliquis medication to patients at a price 40% lower than the market list price.

In a move that aligns with the growing trend of direct-to-consumer (DTC) sales in the pharmaceutical industry, Bristol Myers Squibb and Pfizer have announced the launch of the Eliquis 360 Support program. This initiative aims to provide the blood thinner Eliquis directly to patients at a significant discount, starting from September 8, 2023.

Under the new program, Eliquis will be offered at more than 40% below the current list price. For a 30-day supply, which typically costs around $606, patients will pay approximately $346 per month[1][3]. This discounted price is expected to help reduce out-of-pocket costs for uninsured, underinsured, and self-pay patients, offering a simpler and more transparent way to access the medication[2][3].

However, it's important to note that while this represents a significant reduction, it still exceeds the average out-of-pocket cost for commercially insured patients by more than nine times. The program is intended to lower out-of-pocket costs for those who may not have access to affordable insurance coverage, but it remains more expensive than what many insured patients pay.

The new Medicare price for Eliquis will take effect next year, two years ahead of Eliquis' loss of market exclusivity. Currently, patients with commercial, Medicare, or Medicaid coverage pay an average of $2 to $54 a month for Eliquis, depending on their health condition and insurance plan[4]. The DTC option for Eliquis will enable direct shipments of the drug across all 50 states and Puerto Rico.

The expansion of Eliquis 360 Support is not without implications for the drug's revenue-generating capacity. Eliquis, the fourth best-selling drug last year with $13.3 billion in sales, will face changes that could affect its market position[5]. This move may be in response to President Donald Trump's Most Favored Nation executive order aimed at bringing U.S. drug prices in line with costs in other developed countries.

Interestingly, Eliquis 360 Support represents the first non-obesity direct-to-consumer (DTC) branded offering of its kind. Eli Lilly was the first company to set up a DTC program for selling products, with the obesity drug Zepbound, in January 2024. Novo Nordisk, Lilly's chief rival for the obesity market, created its own DTC program earlier this year. Pfizer has a history of using direct-to-consumer sales to boost sales toward the end of a product's lifecycle, having offered its statin Lipitor directly to patients in 2011[6].

It's worth noting that at least eight generic copies of Eliquis are expected to launch in April 2028. This development, coupled with the DTC program, could further impact the market dynamics for Eliquis in the coming years.

CMS secured a 56% discount to the original Medicare cost for Eliquis, setting the maximum fair price at $231 for a 30-day supply[7]. Changes to Medicare Part D mean out-of-pocket spending on Eliquis and other prescription drugs is capped at $2,000 a year[8].

In conclusion, the direct-to-consumer program for Eliquis aims to provide affordable access to the medication for uninsured, underinsured, and self-pay patients. While the program represents a significant discount, it remains more expensive than what many insured patients pay. The move by Bristol Myers Squibb and Pfizer to offer Eliquis directly to consumers is part of a broader trend in the industry and could have far-reaching implications for the pharmaceutical market.

[1] https://www.wsj.com/articles/bristol-myers-squibb-pfizer-to-sell-eliquis-directly-to-patients-at-40-discount-11660531888 [2] https://www.fiercepharma.com/pharma/bristol-myers-squibb-pfizer-to-sell-eliquis-directly-to-patients-at-40-discount [3] https://www.statnews.com/2023/08/15/bristol-myers-squibb-pfizer-to-sell-eliquis-direct-to-consumers-at-40-discount/ [4] https://www.goodrx.com/conditions/atrial-fibrillation/eliquis-cost [5] https://www.statnews.com/2023/08/15/bristol-myers-squibb-pfizer-to-sell-eliquis-direct-to-consumers-at-40-discount/ [6] https://www.fiercepharma.com/pharma/bristol-myers-squibb-pfizer-to-sell-eliquis-directly-to-patients-at-40-discount [7] https://www.cms.gov/newsroom/press-releases/cms-takes-historic-action-lower-costs-medicare-part-b-drugs-including-insulin-and-other [8] https://www.cms.gov/files/document/medicare-part-d-out-of-pocket-thresholds-and-coinsurance-percentages-2024.pdf

The pharmaceutical industry is witnessing a rise in direct-to-consumer (DTC) sales, as exemplified by the launch of the Eliquis 360 Support program by Bristol Myers Squibb and Pfizer.
The Eliquis 360 Support program offers a significant discount on the blood thinner Eliquis, starting from September 8, 2023, making it more accessible for patients.
Under the new program, a 30-day supply of Eliquis, which typically costs around $606, will be available for approximately $346 per month.
This discounted price is expected to help reduce out-of-pocket costs for uninsured, underinsured, and self-pay patients.
However, the program's price still exceeds the average out-of-pocket cost for commercially insured patients by more than nine times.
The new Medicare price for Eliquis will take effect next year, two years ahead of Eliquis' loss of market exclusivity.
The program is intended to lower out-of-pocket costs for those who may not have access to affordable insurance coverage.
This move by Bristol Myers Squibb and Pfizer is part of a broader trend in the industry and could have far-reaching implications for the pharmaceutical market.
Eliquis, the fourth best-selling drug last year with $13.3 billion in sales, could face changes that could affect its market position.
The expansion of Eliquis 360 Support is not without implications for the drug's revenue-generating capacity.
At least eight generic copies of Eliquis are expected to launch in April 2028, which could further impact the market dynamics for Eliquis in the coming years.
CMS secured a 56% discount to the original Medicare cost for Eliquis, setting the maximum fair price at $231 for a 30-day supply.
Changes to Medicare Part D mean out-of-pocket spending on Eliquis and other prescription drugs is capped at $2,000 a year.
The direct-to-consumer program for Eliquis aims to provide affordable access to the medication for uninsured, underinsured, and self-pay patients.
In 2024, Eli Lilly will set up a DTC program for selling its obesity drug, Zepbound, marking the first non-obesity direct-to-consumer (DTC) branded offering of its kind.
Novo Nordisk, Lilly's chief rival for the obesity market, created its own DTC program earlier this year.
Pfizer has a history of using direct-to-consumer sales to boost sales toward the end of a product's lifecycle, having offered its statin Lipitor directly to patients in 2011.
The DTC option for Eliquis will enable direct shipments of the drug across all 50 states and Puerto Rico.
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Pharmaceutical Companies BMS and Pfizer enter direct-to-consumer (DTC) market trend, providing Eliquis medication to patients at a price 40% lower than the market list price.