Pfizer, joining Lilly, enters the direct-to-consumer market with a telehealth and prescription platform

The new website and patient platform, called PfizerForAll, aims to help patients more quickly access migraine treatments as well as vaccines and treatments for respiratory viruses like COVID-19 and the flu. While these are all products of Pfizer, the company contends that patients will not be forced to choose a Pfizer drug. That decision, they say, will remain in the hands of clinicians.

Adding to the complexity is the insurance process, which involves various coverage hurdles, such as pre-authorization requests and the hunt for a pharmacy that can dispense the drug at a lower co-pay cost. At that point, the patient is outside of the Pfizer portal and has a visit with a clinician who can prescribe an appropriate drug. This could be a Pfizer drug — or not, Malik said.

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