Bristol Myers Squibb and Pfizer Launch Direct-to-Consumer Discount Program for Eliquis

Bristol Myers Squibb and Pfizer are launching a direct-to-consumer (DTC) online program to offer Eliquis (apixaban), the leading oral anticoagulant, at over 40% off its list price to eligible U.S. patients starting September 8, 2025134.

The discounted price for a 30-day supply under this program will be $346, reduced from the typical list price of $60645.

This initiative is targeted at uninsured, underinsured, or cash-paying patients and is designed to increase access, simplify the purchase process, and reduce out-of-pocket spending145.

The DTC program, called Eliquis 360 Support, will offer direct shipping to all 50 states and Puerto Rico, and provide health education and insurance assistance3.

Eliquis is a top-selling blood thinner, with worldwide sales exceeding $20 billion in 2024; it is used to reduce the risk of blood clots and strokes mainly in patients with atrial fibrillation or other heart conditions4.

The new program comes ahead of pending U.S. generic competition in 2026 and follows ongoing policy changes that will cut Medicare’s list price of Eliquis to $231 in 2026 under the Inflation Reduction Act—lower than the DTC program price4.

Sources:

1. https://www.drugtopics.com/view/bristol-myers-squibb-pfizer-to-sell-eliquis-direct-to-patients

3. https://www.managedhealthcareexecutive.com/view/bms-pfizer-offer-direct-to-consumer-option-for-eliquis

4. https://www.biopharmadive.com/news/pfizer-bristol-myers-direct-to-consumer-eliquis/753308/

5. https://www.fiercepharma.com/pharma/bristol-myers-pfizer-offer-eliquis-discount-through-dtc-online-program