Pfizer Enters Direct-to-Consumer Market With Telehealth, Prescription Services and More

Pfizer launched a direct-to-consumer service yesterday, which aims to help patients schedule telehealth services, fill their prescriptions, and access savings programs for the company’s migraine, COVID-19, and flu medicines.¹

The online service, PfizerForAll, will also help them schedule vaccinations for pneumococcal pneumonia, respiratory syncytial virus (RSV), and other diseases. Patients can use existing insurance and pharmacy programs but will also benefit from new direct services from various partners, including UpScriptHealth, Instacart, and Alto Pharmacy.

Pfizer explained that the launch of PfizerForAll is in response to a need in the US health care landscape. A recent American Academy of Physician Associates (AAPA) poll found that 73% of Americans feel that the health care system fails to meet their needs, and 65% think that coordinating and managing health care is time consuming and overwhelming.²

PfizerForAll aims to help improve health care by offering telehealth services, prescription services, vaccination scheduling, and savings programs. | Image Credit: Kathy images - stock.adobe.com

“People often experience information overload and encounter roadblocks when making decisions for themselves or their family in our complex and often overwhelming US health care system,” Aamir Malik, Pfizer’s executive vice president and chief US commercial officer, said in a statement.³ “We are pleased to offer PfizerForAll to help relieve this burden on people, especially as we enter the fall season in the US, and streamline the path for those seeking better health.”

More specifically, PfizerForAll gives patients access to same-day appointments with independent health care professionals through telehealth or in-person.¹ Also, the service allows all patients aged 18 or older to check their eligibility for flu, RSV, COVID-19, and pneumococcal vaccines; those eligible can then find vaccine availability in their area and book an appointment at a preferred retail pharmacy.

Additionally, it offers patients the choice of having their prescription medications, over-the-counter treatments, and COVID-19 or flu tests delivered directly to their home or made available for pick up at their local pharmacy.

Lastly, PfizerForAll makes it easier for patients with commercial insurance to find co-pay cards and for eligible patients to access Pfizer’s affordability programs and patient support services. For example, patients prescribed migraine and COVID-19 treatments can access information to help them navigate the insurance process and have the option of live customer support.

Looking ahead, Pfizer will continue to expand and develop PfizerForAll to improve the US health care experience, potentially addressing a broader range of needs and conditions.³

The launch of PfizerForAll is reminiscent of Eli Lilly’s launch of LillyDirect, an online platform to help patients access telehealth services for treating obesity, diabetes, and migraine, earlier this year.⁴ David A. Ricks, Eli Lilly’s chair and CEO, explained that LillyDirect offers more choices in how and where patients access health care.

For example, it offers patients LillyDirect Pharmacy Solutions, a digital pharmacy for select Lilly medicines powered by third-party online pharmacy fulfillment services, including Amazon Pharmacy.⁵ It gives patients the option of getting consistent access to prescribed Eli Lilly medicines with the added convenience of home delivery.⁴ Also, obtaining medicines directly from Eli Lilly allows patients to easily access its affordability solutions, with savings card opportunities automatically applied for eligible patients.

Other services include disease state and health care educational information for patients to feel empowered and supported on their care journeys. Additionally, patients are provided access to independent telehealth providers, which can complement their current primary care team or be an alternative to in-person care. Conversely, for patients who prefer in-person care, LillyDirect provides an independent search tool to find local health care professionals. 

“We know that people have come to depend on the efficiency and convenience of digital solutions to meet a variety of their everyday needs – health care being one of them,” Frank Cunningham, Eli Lilly's group vice president of global value and access, said. “We launched LillyDirect with the hope that it will offer patients an innovative end-to-end experience to manage their health and access their medicines so they can get back to living their lives.”

References

1. PfizerForAll strives to simplify how you access healthcare. Pfizer. August 27, 2024. Accessed August 28, 2024. https://www.pfizer.com/news/announcements/pfizerforall-strives-simplify-how-you-access-healthcare?PfizerForAll_home_b1
2. The patient experience – perspectives on today’s healthcare. AAPA. Accessed August 28, 2024. https://www.aapa.org/research/patient-experience/
3. Pfizer launches PfizerForAll, a digital platform that helps simplify access to healthcare. Businesswire. August 27, 2024. Accessed August 28, 2024. https://www.businesswire.com/news/home/20240826802951/en
4. Lilly launches end-to-end digital healthcare experience through LillyDirect. Lilly Investors. January 4, 2024. Accessed August 28, 2024. https://investor.lilly.com/news-releases/news-release-details/lilly-launches-end-end-digital-healthcare-experience-through
5. Amazon Pharmacy now provides home delivery of select diabetes, obesity, and migraine medications to LillyDirect patients. Amazon. March 13, 2024. Accessed August 28, 2024. https://www.aboutamazon.com/news/retail/amazon-pharmacy-diabetes-migraine-medication-lillydirect