BMS/Pfizer Offer Direct-to-Consumer Option for Eliquis

Bristol Myers Squibb and Pfizer have announced a new direct-to-patient option for purchasing Eliquis (apixaban), which is a blood thinner used to reduce the risk of blood clots in the heart and strokes in patients with atrial fibrillation.

Beginning Sept. 8, 2025, eligible U.S. patients with an Eliquis prescription can access a cash price for self-pay patients that is more than 40% of the list price. Currently, the list price of Eliquis is $606 for a 30-day supply.

Patients will be able to access this option through Eliquis 360 Support, a patient support program that provides health education and assistance with insurance coverage. The program will provide direct shipping to patients in all 50 states and Puerto Rico.

“This program passes more savings directly to patients and demonstrates our continued focus on identifying innovative solutions that foster the best outcomes for each individual while prioritizing access to care,” Christopher Boerner, Ph.D., board chair and CEO of Bristol Myers Squibb, said in a news release.

Eliquis is a blockbuster drug for BMS, with high demand for the blood thinner driving the company’s revenue increase of 7% in 2024. Worldwide, Eliquis generated $13.3 billion in 2024, with $9.6 billion in the United States alone, according to the company’s 2024 earnings release.

Eliquis was also on CMS’ first list of drugs that were negotiated under the Inflation Reduction Act. CMS had negotiated a price for Eliquis that was 56% off the monthly list in 2023; the new price will go into effect in January 2026. Medicare Part D spent $16.48 billion for the 3.7 million people who took Eliquis between June 1, 2022, and May 31, 2023, CMS officials have said, making it the drug with the highest spending in Medicare Part D.

In a statement issued last year, BMS officials said the negotiated price doesn’t protect people from how plans determine patient out-of-pocket costs. On the Eliquis website, officials say patients who have prescription insurance through Medicare pay, on average, $54 per month. And 5 out of 10 patients pay $40 or less. The site also includes a notice that “The new Medicare pricing does not set what Medicare patients will pay for Eliquis now or in the future; that amount is determined by your prescription insurance plan.”

Related: The Direct-To-Consumer Drug Gambit and Debate

BMS is the latest company to offer a direct-to-patient option for cash-paying patients. Eli Lilly, Pfizer and Novo Nordisk also are selling their drugs directly to consumers. LillyDirect offers Zepbound (tirzepatide) to treat obesity and various insulins. PfizerForAll offers discounts on a range of drugs, such as Paxlovid (nirmatrelvir and ritonavir), a COVID-19 treatment drug, and Xeljanz (tofacitinib), an anti-inflammatory drug used to treat rheumatoid arthritis and several other conditions. NovoCare Pharmacy sells drugs such as Wegovy (semaglutide), the company’s obesity drug.

In a LinkedIn post, Antonio Ciaccia, CEO of 46brooklyn Research, said BMS’ direct-to-patient offer is “another niche program that can provide good relief to those who need it but avoids the root cause of bloated drug list prices, which necessitate the existence of the program in the first place… the fact that this is even a thing is the indicator that the architecture of our system is absurd, overly complex, and misaligned with the interests of patients—all so we can maintain our overarching addiction to bloated discounts off bloated prices.”