A major access change begins with limited awareness
Millions of older Americans enrolled in Medicare are about to gain access to obesity medications for the first time through a new federal coverage pathway.
Starting Wednesday, eligible beneficiaries will be able to receive obesity drugs under Medicare’s Bridge demonstration program with a monthly copay of $50.
The change represents an important victory for patients, doctors and obesity care advocates who have long argued that treatments from Novo Nordisk and Eli Lilly should be available to more Americans.
Most seniors do not know the program is starting
Despite the significance of the rollout, awareness remains low. A survey released in early June by the Obesity Care Advocacy Network found that 82% of older Americans did not know Medicare was about to begin covering obesity drugs.
The lack of awareness cut across political lines. The survey found that 79% of Republicans and 84% of Democrats were unaware of the coming coverage.
The poll was conducted in late March among more than 2,100 adults aged 65 and older. It was completed several weeks before the government announced that the Bridge program would be extended through 2027.
CMS plans more promotion after launch
The Centers for Medicare & Medicaid Services has focused much of its early outreach on healthcare providers and pharmacists rather than broad public advertising.
An agency official said beneficiaries are “most moved to take action” once a benefit is actually available. CMS expects to increase promotion after launch, while acting as “good stewards of our taxpayer dollars”.
Some experts said the slower public rollout may also reflect a practical concern: providers, pharmacies and federal systems need to be ready before demand rises sharply.
Enrollment is not automatic
The Bridge program differs from ordinary Medicare drug coverage because eligible beneficiaries will not be enrolled automatically.
Patients must meet the program’s criteria, obtain a prescription and receive prior authorization from CMS before the $50 monthly copay applies.
That process could slow early uptake, especially among people who do not yet know the program exists or are unsure whether they qualify.
Doctors expect some delays for patients
Dr. Shauna Levy, medical director of the Tulane Bariatric and Weight Loss Center, said public information about the new coverage has been limited.
She warned that many patients may know little or nothing about the Bridge program, which means they may take longer to ask about eligibility, schedule appointments and begin treatment.
Because a prescription and authorization are required, beneficiaries may need time to move through each step before they can access the covered medications.
Drugmakers have not launched a broad ad push
The quiet launch contrasts with the large marketing campaigns Novo Nordisk and Eli Lilly have used for obesity and diabetes medications in the past.
Novo spent nearly $500 million on US advertising for Wegovy and Ozempic during the first 9 months of 2025. Lilly spent just over $200 million promoting Zepbound and Mounjaro during the same period.
Leerink Partners analyst David Risinger said he was surprised that Novo and Lilly had not done more advertising aimed at seniors ahead of the launch, especially because getting a prescription can require time and an appointment with a provider.
Part D plans are not leading education efforts
To qualify for the new obesity drug coverage, Medicare beneficiaries must be enrolled in Part D, the prescription drug benefit.
However, the Bridge program is being administered directly by CMS rather than through individual Part D plans. As a result, private insurers do not have the same role in educating members about the new benefit.
Kenneth Thorpe, a health policy professor at Emory University, said the absence of that Part D marketing channel could make public education one of the largest challenges of the rollout.
Some GLP-1 users will not qualify
The program’s eligibility is broad, but it does not cover every Medicare beneficiary who might be interested in obesity drugs.
Patients who already receive GLP-1 coverage through a Part D plan for an existing Medicare-covered use will not qualify through the Bridge program.
Those covered uses include Type 2 diabetes, cardiovascular disease risk reduction and sleep apnea.
Novo expects awareness through pharmacies
Novo Nordisk has promoted the Bridge program through targeted social media mentions and on its website, according to Jamey Millar, the company’s executive vice president of US operations.
Millar said the company is not running traditional television advertising for the new coverage. He expects awareness to spread through doctors and pharmacists, especially because CMS has conducted extensive outreach to both groups.
He compared the approach to how older adults often learn about flu shots or shingles vaccines during routine interactions with pharmacies.
Lilly says providers need to be ready first
Ilya Yuffa, president of Lilly USA and global customer capabilities, said the company generally prefers to prepare physicians and the broader healthcare system before driving widespread consumer awareness.
Yuffa said that approach can help reduce “friction” between patients and providers once patients begin asking about treatment.
He said consumers should still expect broader Lilly marketing around the availability of Foundayo and one form of Zepbound through the Bridge program.
Prior authorization could test the rollout
Several experts said CMS may be trying to avoid overwhelming the program during its first weeks.
Because beneficiaries need prior authorization before coverage begins, a sudden surge in demand could create administrative strain.
Dr. Holly Lofton, director of the Medical Weight Management Program at NYU Langone, said a slower start could allow officials to identify and correct problems before the program faces heavier use.
For now, the coverage is beginning, but the speed at which eligible Medicare beneficiaries benefit from it will depend heavily on public awareness, provider readiness and the ability of CMS to process requests efficiently.
