Pfizer, Inc. (NYSE:PFE) is one of the high-margin pharma stocks to buy now. Bristol-Myers Squibb Company (NYSE:BMY) and Pfizer, Inc. (NYSE:PFE) have announced a direct-to-patient program for Eliquis (apixaban), their top-selling blood thinner, in a move aimed at improving access for uninsured and underinsured patients. Starting September 8, 2025, eligible individuals will be able to purchase a 30-day supply of Eliquis for approximately $346, more than 40% below the current list price of $606, through a new subscription-based model that includes direct shipping and personalized support.
A medical technician wearing protective gloves and a mask mixing a biopharmaceutical solution.
The initiative, called Eliquis 360 Support, will be available in all U.S. states and Puerto Rico. It will also provide patients with help navigating insurance options and educational resources for managing cardiovascular conditions. Eliquis, widely prescribed to prevent stroke and treat deep vein thrombosis, generated over $11 billion in global sales last year and remains one of the most important assets in the portfolios of both companies.
This marks a significant shift in drug distribution strategy, aligning with broader industry trends toward transparency and affordability. While the new price still exceeds the $231 monthly Medicare-negotiated rate that will take effect in 2026, the companies are preemptively responding to mounting political and regulatory scrutiny over drug costs. It also follows similar direct-to-patient initiatives launched by rivals such as Eli Lilly and Novo Nordisk.
Although most current Eliquis users are insured, the move helps both companies position themselves as proactive on affordability while potentially defending prescription volume as generic competition looms. For Pfizer and Bristol Myers, it’s a strategic play that reflects evolving market and policy pressures.
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Disclosure: None. This article is originally published at Insider Monkey.
