Bristol‑Myers Squibb and Pfizer announced a partnership with Mark Cuban’s Cost Plus Drug Company that will allow patients to purchase a 30‑day supply of the anticoagulant Eliquis for $345. The drug will become available on the platform on April 27 2026, giving the two companies a new direct‑to‑patient channel that bypasses traditional pharmacy benefit managers.
The alliance is a strategic response to the Inflation Reduction Act’s Medicare Part D pricing reforms, which are expected to reduce the list price of branded drugs. By offering Eliquis at a transparent, fixed price through Cost Plus Drug, the companies aim to preserve market share against generic competition and the approaching U.S. patent expiry in 2028, while also extending access to uninsured and underinsured patients. The partnership signals a broader shift toward direct‑to‑patient models that can reduce cost‑driving rebates and improve patient affordability.
Eliquis generated $14.4 billion in global sales in 2025 and is projected to grow 10‑15 % in 2026. The drug’s European market exclusivity ends on May 19 2026, and U.S. patent protection is expected to lapse in 2028. Bristol‑Myers Squibb reported Q1 2025 revenue of $11.2 billion, while Pfizer’s Q1 2025 revenue was $13.7 billion, underscoring the financial significance of Eliquis to both companies’ portfolios.
"The BMS‑Pfizer Alliance is pleased to expand our direct‑to‑patient options for accessing Eliquis — a medicine relied upon by millions of Americans daily — to the popular Cost Plus Drug platform," said Adam Lenkowsky, Chief Commercial Officer of Bristol‑Myers Squibb. Mark Cuban added, "We’ve heard from a lot of people asking for Eliquis on Cost Plus Drug, and this is about making sure they have a clearer, more direct way to access it. When you strip away the layers that drive up costs, you give people more control over how they get their prescriptions.”
The partnership may influence the broader pharmaceutical industry by demonstrating that large manufacturers can successfully partner with a low‑margin, transparent distributor to reach cash‑paying patients. While no immediate market reaction data are available, the move could affect future pricing negotiations and set a precedent for other branded drugs to enter direct‑to‑patient channels.
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