Several pharmaceutical companies are set to sell drugs directly to patients in the U.S., offering significant discounts as part of a shift in the industry aimed at reducing drug prices.
U.S. pharmaceutical companies are increasingly cutting out the middleman by selling drugs directly to patients. This shift comes in response to calls from former President Donald Trump to lower drug prices and eliminate intermediaries such as pharmacies, insurers, and pharmacy benefit managers.
Major drug manufacturers are embracing direct-to-consumer sales and substantial discounts, driven by regulatory pressures and a focus on reducing costs. AstraZeneca has announced it will sell certain medications at discounts of up to 70-80% off the list price through a direct purchase site. This initiative is part of a deal that grants the company three years of tariff relief in exchange for these price reductions.
Bristol-Myers Squibb is also participating in this trend, offering significant discounts for U.S. patients on drugs like Eliquis and Sotyktu, with the latter being available at more than an 80% discount.
Eli Lilly is moving its top-dose weight-loss drug, Zepbound, to an online platform for cash-pay customers. In collaboration with Novo Nordisk, Eli Lilly has also agreed to reduce prices for GLP-1 weight-loss drugs for both cash and public payers. Novo Nordisk has set the price of its diabetes medication Ozempic at $499 per month for eligible cash-pay patients through its own pharmacy and telehealth partnerships.
In a significant move, Pfizer has reached an agreement with the U.S. government to lower its Medicaid drug prices to align with those in other developed nations. The company is also launching direct-to-consumer channels through the forthcoming TrumpRx website. Roche is contemplating full direct-to-patient sales in the U.S. to cut costs by bypassing insurers and pharmacy benefit managers.
Sanofi has committed to providing a month’s supply of any of its insulin products for $35 to U.S. patients, regardless of their insurance status. Additionally, emerging players like Zealand Pharma and telehealth provider Wisp are entering the direct-to-consumer market for weight management and telemedicine delivery of key therapies.
This shift in the U.S. pharmaceutical industry in 2025 indicates a significant transformation. Many large firms are launching discounted, direct-to-consumer offerings as the government tightens pricing and tariff regulations, creating a new dynamic in drug manufacturing, distribution, and access.
The move toward direct-to-consumer sales and substantial drug discounts reflects a broader strategic recalibration within the pharmaceutical sector. Companies are increasingly recognizing that these approaches can enhance brand loyalty, improve patient adherence, and provide valuable data on usage patterns, all while navigating regulatory and pricing pressures.
For patients, these changes promise greater transparency, reduced out-of-pocket expenses, and more convenient access to essential medications, particularly for chronic conditions and weight-management therapies. However, the shift also introduces operational and regulatory challenges for the industry, including compliance, logistics management, and balancing profitability with public expectations.
As the industry evolves, questions about equity and access arise. Patients with limited digital literacy or without internet access may find themselves at a disadvantage. Policymakers and regulators will need to monitor these new models closely to ensure that lower prices do not compromise patient safety or oversight.
Ultimately, the move toward direct-to-consumer sales in 2025 represents both an opportunity and a challenge for the pharmaceutical industry. It promises more affordable and transparent healthcare delivery but requires careful balancing of commercial incentives, government objectives, and patient needs to achieve sustainable and equitable outcomes.
Source: Original article