Eliquis Joins Cost Plus Drugs, Challenging Pharma Pricing
Event summary
- Bristol Myers Squibb and Pfizer are offering Eliquis (apixaban) on Mark Cuban Cost Plus Drug Company's platform, starting April 27, 2026.
- The 30-day supply price will be $345, significantly lower than typical retail prices.
- This collaboration marks a major brand – Eliquis is one of the largest in its category – joining the Cost Plus Drugs platform.
- The move follows BMS-Pfizer’s 2025 launch of a direct-to-patient offering through Eliquis 360 Support.
The big picture
This collaboration represents a significant challenge to the traditional pharmaceutical distribution model, bypassing pharmacy benefit managers (PBMs) and offering patients a more transparent price. The move by BMS-Pfizer, a combined entity with substantial revenue, signals a willingness to experiment with alternative distribution channels in response to mounting pressure for drug price reform. Cost Plus Drugs' model, championed by Mark Cuban, has gained traction by appealing to consumers frustrated with opaque pricing and high out-of-pocket costs, and Eliquis' inclusion validates the platform's potential to disrupt the market.
What we're watching
- Market Adoption
- The volume of Eliquis prescriptions fulfilled through Cost Plus Drugs will indicate the level of patient demand for this pricing model and its potential impact on BMS-Pfizer’s overall sales.
- Competitive Response
- Other pharmaceutical companies will likely observe this move closely, and the success or failure of this collaboration could influence their own direct-to-consumer strategies.
- Regulatory Scrutiny
- The initiative may draw attention from regulators concerned with drug pricing and transparency, potentially leading to increased oversight of direct-to-consumer pharmaceutical sales.
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