A Drugmaker's Bold Move to DTC


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From wondery I'm David Brown, and this is business wars daily. On this Tuesday, January 16, you've heard us report quite a bit on pharmaceutical company Eli Lilly over the past few months, the manufacturer of diabetes and weight loss drugs like Munjaro and Zepbound, which share the same active ingredients now in the news for a different reason, the way it's selling its products. Earlier this month, Lily launched a website that will allow people to directly order drugs like Zepbound, which is used for weight loss and other drugs used for diabetes and migraines. The service, which is called Lily direct, is meant to deal with some of the extraordinary demand for some of the company's drugs, Reuters reports. The website will connect patients with independent telehealth providers who can, quote, complement their current team of doctors or be an alternative to in person care for certain.


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Conditions, the company said it'll also arrange.


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For home delivery of the drugs. One analyst from BMO Capital Markets called the move, quote ahead of the curve. The company says the move will also.


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Help ensure that patients are getting the.


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Real drugs and not counterfeit or compound versions of the medications, the New York Times reports. But doctors are skeptical. Patients who circumvent their primary care doctors may not get the best treatment for their situation or hear about other options.


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The Times report said.


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As Dr. Andre Kraftson, a clinical associate.


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Professor at Michigan Medicine, told the Times.


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Quote, I just find it a bit disingenuous to think that people are just going to get this totally neutral, balanced care, end quote. It's certainly a new approach to selling pharmaceuticals, but not quite enough to turn the industry on its head yet. But pharma industry experts are watching to see if other drug makers will follow suit, CNBC reports. That would put more pressure on a, quote, complex pharmaceutical industry already dealing with discount pharmacies and legislation meant to lower drug prices. One canter Fitzgerald analyst told CNBC that the model likely delivers the most benefit for high selling drugs. Lilly's obesity drug, Zep bound, only received FDA approval a few months ago, but it's on track to be a billion dollar drug in its first year.


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But smaller, specialized drugs that treat chronic or complex conditions, or those which require specialized training to administer, would be more difficult to sell directly to consumers clearly. Still, experts like Dr. Timothy Mackey, a professor at the University of California, San Diego, who studies the pharmaceutical industry, think other drug companies, especially those that make weight loss drugs like competitor Novo Nordisk, might follow Lily's lead to get their.


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Drugs to more patients, the Times reports.


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In his words, quote, it's probably going to be an arms race, but for weight loss drug sales, it's more of a shot in the arms race.


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Right?


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From wondery this is business wars daily. I'm your host, David Brown, written by Gwen Moran and produced by Jessica Yarmoski. Our executive producers are Tina Rubio and Marshall Louis.


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