Medicare is launching its Bridge program to cover popular obesity drugs for millions of seniors with a $50 monthly copay, a landmark shift in policy. Despite the change, a recent survey found 82% of older Americans are unaware of the new benefit. The quiet rollout by both the government and drugmakers like Novo Nordisk and Eli Lilly may be a deliberate strategy to allow the healthcare system to prepare for a potential surge in demand from patients.
Medicare Bridge program launch
- ▪Starting July 1, 2026, Medicare's new Bridge demonstration program will cover obesity drugs for eligible beneficiaries for a $50 monthly copay
- ▪The U.S. government has extended the Medicare Bridge program, which covers obesity drugs, through 2027
Limited public awareness
- ▪The Obesity Care Advocacy Network survey was conducted in late March among more than 2,100 adults aged 65 and older
- ▪Dr. Shauna Levy of the Tulane Bariatric and Weight Loss Center believes a lack of public information will delay patients from learning about the Bridge program
- ▪A survey by the Obesity Care Advocacy Network found that 82% of Americans aged 65 and older are unaware that Medicare is about to cover obesity drugs
Pharmaceutical company marketing strategy
- ▪In the first 9 months of 2025, Novo Nordisk spent nearly $500 million advertising its GLP-1 drugs, while Eli Lilly spent over $200 million
- ▪Novo Nordisk and Eli Lilly have done limited advertising to the general public about the new Medicare coverage for their obesity drugs
- ▪Jamey Millar of Novo Nordisk said the company believes patient awareness will come from providers and pharmacists rather than direct advertising
Patient eligibility requirements
- ▪To qualify for the Bridge program, Medicare beneficiaries must be enrolled in a Part D prescription drug plan and obtain prior authorization from CMS
- ▪Enrollment in the Bridge program is not automatic, and patients already receiving Medicare coverage for a GLP-1 drug for other conditions will not qualify
Gradual rollout strategy
- ▪Some experts believe the limited public outreach is a deliberate strategy to allow physicians, pharmacies, and CMS to prepare for a potential surge in demand
- ▪A Centers for Medicare & Medicaid Services (CMS) official stated the agency limited public outreach before the launch because beneficiaries act when a benefit is available
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