The explosive rise of GLP-1 medications—such as Mounjaro, Ozempic, and Wegovy—has ignited more than just headlines. It has fundamentally shifted how Americans access and pay for medications, driving innovation in affordability models, and fueling a dramatic increase in direct-to-consumer (DTC) healthcare platforms.
Originally approved for type 2 diabetes, GLP-1s have surged in popularity due to their effectiveness in treating obesity and other cardiometabolic conditions. Yet their high list prices and limited insurance coverage have exposed critical gaps in the traditional pharmacy system.
Today, more than 19 million people in the U.S. do not have coverage for GLP-1s prescribed for weight loss. Others face complicated, time-consuming restrictions such as step therapy or prior authorizations before they can begin GLP-1 treatment.
As demand has soared, so has the urgency for new access models that bypass conventional barriers.
In response, a new generation of direct-to-consumer (DTC) healthcare platforms has emerged. From telehealth companies to digital pharmacies, these companies are reshaping how patients engage with care. Many now offer bundled GLP-1 programs that include virtual consultations, lab testing, prescription delivery, and coaching—all for a cash price. These models circumvent insurance entirely and appeal to patients seeking affordability, convenience, and transparency.
Simultaneously, pharmaceutical manufacturers have responded with creative pricing partnerships, cash pay programs, and manufacturer savings cards. For example, Novo Nordisk just launched a new program with GoodRx to offer Ozempic and Wegovy for $499 per month to eligible patients at over 70,000 pharmacies nationwide. These efforts improve access and affordability by breaking down the cost barrier to care, making previously unaffordable treatments more attainable to consumers with valid prescriptions.
GLP-1 manufacturers and patients alike are seeing success with this model. Earlier this year, Eli Lilly reported that roughly 100,000 people buy Zepbound each month directly through the company’s LillyDirect platform. It’s a case study illustrating the demand for these DTC platforms, which make affordability and access more widely available to the consumers who need these medications.
GLP-1s have become more than a class of breakthrough medications—they’ve become a catalyst for redefining how Americans experience pharmacy care. They are rewiring the infrastructure of U.S. drug access, with implications that extend far beyond weight loss. This shift is laying the groundwork for a broader rethinking of affordability models for high-impact medications, especially those where cost and coverage are often barriers to care.
Other high-cost conditions, from cancer to autoimmune diseases to women’s health, can significantly benefit from this model. Beyond the cost hurdles, the DTC approach can offer greater convenience for consumers struggling with a debilitating condition that requires specific, non-generic medications.
Mental health is a great example of this given demand for services often far surpasses what the existing healthcare infrastructure can support—not unlike the obesity epidemic. As a result, experts predict we’ll begin to see more DTC options come to market to improve access to medications and treatments within the mental health space.
The government is contributing to this change, too. With significant pressure on manufacturers to deliver on most-favored-nation pricing for US-based consumers, offering a DTC distribution model is one of the requested actions. In my role, I’m actively working with leaders in pharma to share how GoodRx can be leveraged to create exclusive affordable cash price programs or integrate existing DTC offerings into our platform, which is used by nearly 30 million consumers and over one million healthcare professionals each year.
In this reimagined landscape, the system can work better for everyone. Consumers gain more control and options regarding their treatment choices. Healthcare professionals and pharmacists are presented with fewer administrative burdens. Pharma manufacturers can establish a more direct relationship with their end users, enhancing brand trust and patient satisfaction. And insurance companies might be pushed to reconsider their coverage strategies due to the competitive alternatives arising in the patient pay marketplace.
The GLP-1 revolution has shown that demand for effective treatment can outpace the system’s ability to deliver it equitably. In the process, it has accelerated experimentation with new pricing structures, affordability partnerships, and technology-driven delivery channels. If this momentum continues, we can create a future where equitable, affordable access to high-impact medications is the norm—not the exception.
Laura Jensen is chief commercial officer and president of pharma solutions for GoodRx.
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