Novartis and Boehringer Ingelheim Launch Direct-to-Consumer Drug Sales, Bypassing Middlemen

Novartis and Boehringer Ingelheim are the latest major pharmaceutical companies to launch direct-to-consumer (DTC) platforms in the U.S., allowing patients to purchase select prescription drugs directly from the manufacturer1 3 4 6 8.

By selling drugs directly, these companies bypass traditional middlemen such as pharmacy benefit managers and wholesalers, aiming to reduce drug costs for patients4 7 8.

Recent product launches on these platforms include Novartis' Cosentyx and Boehringer Ingelheim's Spiriva Respimat, both offered at significantly reduced prices compared to traditional pharmacy channels7.

This move aligns with a broader industry trend, as more drugmakers—including Novartis and Boehringer—pilot DTC programs to improve patient access and respond to pressure around drug affordability1 5 6.

PhRMA (Pharmaceutical Research and Manufacturers of America), the industry trade group, is supporting the shift by launching patient platforms aimed at facilitating direct drug sales and improving transparency in pricing1 5 6.

Boehringer Ingelheim's new DTC platform was formally announced on September 29, 2025, with the stated goal of expanding patient access to important treatments3.

Novartis and Boehringer's entry into DTC is expected to further accelerate the momentum in bypassing intermediaries, challenging established distribution models in the U.S. pharmaceutical market1 4 8.