In a move to lower out-of-pocket costs for uninsured, underinsured, and self-pay patients ahead of Medicare price negotiations, Bristol Myers Squibb and Pfizer launched a direct-to-consumer offering for their blockbuster blood thinner Eliquis. Starting September 8, eligible U.S. patients will access the anticoagulant at 40% below list price through the Eliquis 360 Support program. This initiative aligns with a growing trend of pharmaceutical companies introducing DTC sales models to enhance access and affordability for essential therapies.