More Than a Third of New Zepbound Prescriptions Driven by Lilly’s DTC Program

Over a third of new Zepbound prescriptions are now coming from Lilly’s direct-to-consumer (DTC) platform, LillyDirect, highlighting the rapid growth and consumer uptake of this channel5.

LillyDirect enables cash-paying customers to purchase Zepbound at substantial discounts compared to conventional pricing. For example, the single-dose vials for self-pay patients are priced at about 50% less than the list price for pen injectors24.

Recently, Eli Lilly launched a retail pick-up partnership with Walmart Pharmacy, allowing patients to collect Zepbound at retail locations with DTC pricing, further lowering friction and broadening access for DTC customers13.

Sales of Zepbound grew by 185% in Q3 2025, underlining the significance of the DTC channel and the increasing preference for direct prescription options among patients, especially as insurance coverage remains limited54.

Other pharma companies, such as Novo Nordisk with Wegovy, are also expanding into DTC channels to compete, signaling a shift toward alternate distribution models in the obesity drug market2.

Lawmakers have raised regulatory questions about relationships between pharmaceutical DTC programs and telehealth prescribers, indicating potential compliance and safety concerns that might affect future operations2.

Sources:

1. https://corporate.walmart.com/news/2025/10/29/lillydirect-and-walmart-pharmacy-launch-first-retail-pick-up-option-with-direct-to-consumer-pricing-for-zepbound

2. https://www.pharmavoice.com/news/lilly-novo-dtc-compound-glp1s-fda/743194/

3. https://www.emarketer.com/content/zepbound-pickup-walmart-could-ease-delivery-friction-direct-to-consumer-customers

4. https://medcitynews.com/2024/09/eli-lilly-zepbound-tirzepatide-dtc-vials-compounding-pbms-lly/

5. https://www.fiercepharma.com/pharma/cvs-formulary-hitch-doesnt-dent-lillys-zepbound-growth-analyst-hails-strong-quarter-across