Pfizer joins Lilly in direct-to-consumer drive

Pfizer has become the latest big pharma group to launch a web-based platform that opens up a direct-to-consumer channel for medicines access.

This morning, the company announced the launch in the US of PfizerForAll, a digital platform that it says provides access to same-day appointments with healthcare professionals – in-person or via a $35 telehealth visit – along with home delivery of medicines and diagnostics, vaccination appointments, and payment support.

The programme gets underway with coverage for at-home tests for COVID-19 and flu and COVID-19 treatment Paxlovid (nirmatrelvir/ritonavir), migraine consultations and treatments, COVID-19, flu and respiratory syncytial virus (RSV) vaccination, and support for access to 15 of Pfizer's most commonly prescribed medicines.

One key aspect of the service is that it helps patients with commercial insurance to find co-pay cards and eligible patients to access Pfizer's affordability programmes and patient support services.

PfizerForAll has similarities with Eli Lilly's LillyDirect DTC service – which launched in January and covers various drugs, including its obesity therapy Zepbound (tirzepatide) and has been viewed as a way to circumvent industry middlemen and sell drugs directly to US patients – but also some key differences.

Notably, it doesn’t provide medicines directly; instead, it taps into existing insurance and pharmacy networks. Pfizer is, however, supporting the launch with a series of new partners, including telehealth specialist UpScriptHealth, primary care network Zocdoc, the Alto Pharmacy chain, and online retailer Instacart.

Both Lilly and Pfizer's programmes tap into the increased willingness of patients to use telehealth services since they became normalised during the COVID-19 pandemic, whilst opening up direct communication with patients and making it easier for them to source treatments.

For Lilly, the main driver behind LillyDirect has been seen as Zepbound, which, as an obesity drug, isn't covered by most insurances and so relies on out-of-pocket sales. For Pfizer, the platform offers a way to encourage take-up of some key products like its COVID-19 vaccine Comirnaty – which has seen sales plummet since the end of free shots funded by the federal government – as well as RSV vaccine Abrysvo, which is in a market battle with GSK's Arexvy.

Pfizer has said it plans to expand the medicines and services covered by the programme.

"People often experience information overload and encounter roadblocks when making decisions for themselves or their family in our complex and often overwhelming US healthcare system," said Aamir Malik, Pfizer's chief US commercial officer, referring to a recent poll by the American Academy of Physician Associates that concluded 73% of Americans feel that the healthcare system is failing to meet their needs.

"This can be extremely time-consuming and lead to indecision or inaction – and, as a result, poor health outcomes,” he added. The same poll also found that a majority of patients want more digital options for managing their care.