Lilly's evolving direct-to-patient strategy

With the announcement that Welldoc was chosen to power Eli Lilly’s new app for cardiometabolic patients adds to company’s direct-to-patient story.

The groundwork for Lilly’s cardiometabolic patient engagement strategy began on February 25, 2021, when the company first partnered with Welldoc to integrate the company’s BlueStar app capabilities into Lilly’s connected insulin solutions.

At the time, the initiative was to provide integrated insulin management and not so much a patient journey. The partnership launched in late 2022 after both companies submitted their components to the US Food and Drug Administration (FDA) for approval.

Onto to GLP-1s

Nearly three years later, on December 5, 2023, Lilly announced the availability of Zepbound (tirzepatide) for weight loss in the US, initially following traditional distribution channels through pharmacies. This marked the company’s formal entry into the rapidly expanding GLP-1 weight loss market, complementing its existing diabetes medication Mounjaro (also tirzepatide).

By January 2024, Lilly made a strategic pivot by launching LillyDirect, a direct-to-consumer platform connecting patients with independent telehealth providers who could prescribe appropriate medications. This represented the company’s first significant step toward disrupting traditional healthcare channels.

“Having patients directly pay for Lilly medicines enables a transparent price by removing third-party supply chain entities,” the company stated, signaling its intent to address both pricing and access challenges.

The direct-to-consumer strategy expanded further on March 13, 2024, when its partnership with Amazon Pharmacy was announced to offer home delivery of its medications.

“Lilly has selected Amazon Pharmacy as a dispensing pharmacy option, allowing patients to receive fast, free delivery of medications, and 24/7 access to clinical pharmacists," Amazon stated in its release.

Innovation for direct access

In August 2024, Lilly introduced single-dose vials of Zepbound at lower doses (2.5mg and 5mg), specifically designed for the self-pay market through LillyDirect. This product innovation addressed affordability concerns while maintaining the company's direct relationship with patients.

Six months later, on February 25, 2025, Lilly expanded this offering by launching higher doses (7.5mg and 10mg) of Zepbound in single-dose vials through the "self-pay pharmacy," extending options direct-to-patient offerings.

Back to the recent expansion with Welldoc and the Lilly Health Personalized Health & Medicine Platform offers cardiometabolic digital health support initially for Zepbound and Mounjaro prescribed patients. However, it is designed to support the patient experience both for individuals interested in or using the company’s incretin-based therapies, for the treatment of cardiometabolic conditions, such as obesity, type 2 diabetes, and moderate-to-severe obstructive sleep apnea and obesity.

Kevin McRaith, president and CEO of Welldoc. “Our proven ability to integrate complex data, deliver personalized insights and support individuals across multiple cardiometabolic conditions positions us as the ideal technology partner for Lilly's ambitious vision.”

While Lilly Direct and the Lilly Health are separate initiatives, they do extend the direct-to-patient ecosystem that the company is developing.

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Header image: Depositphotos@@ AntonMatyukha