Millions of older Americans enrolled in Medicare are set to gain access to obesity treatments like Wegovy, produced by Novo Nordisk, starting July 1, 2025. Under the new Bridge demonstration program, eligible beneficiaries can obtain these medications for a monthly copay of $50. This development has been recognized as a significant victory for patients, healthcare professionals, and obesity advocates who have long pushed for broader access to these effective treatments.
However, a recent survey by the Obesity Care Advocacy Network revealed that about 82% of older Americans remain unaware of this change, including majorities across political lines. Despite extensive outreach to healthcare providers and pharmacists, critics note that there has been insufficient public advertising from the Centers for Medicare & Medicaid Services (CMS) or the pharmaceutical companies involved. CMS has indicated that its strategy is to encourage action when benefits are readily available, promising increased promotions following the program’s launch.
Unlike standard Medicare drug coverage, participation in the Bridge program requires that patients meet specific eligibility criteria, obtain a prescription, and secure prior authorization from CMS. Enrollment is not automatic, posing additional hurdles for potential users.
In contrast to the promotional campaigns typically seen from pharmaceutical firms, Novo Nordisk and Eli Lilly have not launched significant advertising efforts targeting seniors in anticipation of this new coverage. Some analysts and healthcare professionals expressed surprise at the lack of outreach, particularly given the expected demand for these treatments among seniors.
Concerns have been raised regarding the potential for limited awareness to impede the effective rollout of this much-anticipated program.
Why this story matters
Key takeaway
Opposing viewpoint
