When Ruth Gonzalez began taking Zepbound last year, she cut streaming services, groceries, and Starbucks to afford the $350 monthly cost. Self-paying due to no insurance coverage, she’s since regained control of her blood pressure and lost 40 pounds.
Zepbound-maker Eli Lilly cut prices by $50-$100 per vial. Competitor Wegovy now costs $149/month for self-pay patients-down from $1,600 at launch. With 40% adult obesity in the U.S., manufacturers are courting consumers like retailers: launching direct websites, partnering with Walmart and Costco, and slashing prices.
President Trump’s TrumpRx site connects buyers directly to manufacturers, spotlighting opaque pricing and pharmacy benefit managers (PBMs). Economists say this model may not scale beyond weight-loss drugs due to limited demand elsewhere.
But affordability remains elusive. Shekinah Samayah-Thomas, denied Medicaid coverage in California, can no longer afford even $25/month. Advocates stress insurance expansion-not market competition-is the real solution. Medicare’s July trial coverage may pressure private insurers to follow.