BMS and Pfizer Launch Direct-to-Consumer Eliquis Sales at 40% Discount Ahead of Medicare Price Cuts
SHERIDAN, WYOMING – July 21, 2025 – Bristol Myers Squibb (BMS) and Pfizer have announced a strategic move to offer their blockbuster blood thinner Eliquis directly to U.S. patients at a 40% discount off the current list price—marking a significant shift in their market approach ahead of Medicare’s negotiated pricing, which takes effect in 2026.
Starting September 8, eligible patients with a prescription will be able to purchase Eliquis through the expanded Eliquis 360 Support program. Originally designed for patient education and insurance assistance, the program now includes direct-to-consumer (DTC) sales aimed at reducing out-of-pocket expenses for uninsured, underinsured, and self-pay patients.
Strategic Expansion Amid Industry-Wide DTC Trends
The move reflects a growing trend among pharmaceutical companies to explore direct-to-consumer models. In recent years: