Pfizer Joins Lilly To Take The Leap into Direct-to-Consumer Health With New Telehealth Service

Pfizer (PFE) announced plans to venture into the direct-to-consumer market, following the example set by another major pharmaceutical company, Eli Lilly (LLY), which introduced a similar initiative in January. Pfizer’s new platform, PfizerForAll, is designed to expedite patient access to treatments for migraines, as well as vaccines and therapies for respiratory viruses like COVID-19 and the flu. Although the platform features Pfizer products, the company insists that the choice of medication will ultimately be determined by healthcare providers, not imposed on patients.

Pfizer’s Chief U.S. Commercial Officer, Aamir Malik, shared with Yahoo Finance that the company aims to streamline the process for patients to obtain their medications. Malik said, "Navigating our healthcare system is time-consuming. It's complicated. It's overwhelming. And the last thing that anybody needs when they're trying to get the care that they need for themselves or a loved one is to have to navigate that complex, painful, difficult system.”

Malik and others highlight the difficulties patients face in finding doctors who can promptly issue necessary prescriptions or schedule timely appointments. The situation is further complicated by insurance requirements, which can involve numerous steps like pre-authorization and finding a pharmacy that offers the medication at a lower co-pay.

Pfizer, however, isn't aiming to simplify this entire system. Instead, Malik pointed out that the new portal will provide an additional way for patients to access familiar medications and introduce new patients to them. It won't address drug shortages, as that responsibility lies with drug manufacturers. The portal will also feature a customer support line to assist patients with common issues, such as resolving access problems with insurers or advising on how to contact insurers directly if needed.