Seniors in Medicare are about to get landmark obesity drug coverage — but many may not know it yet
Millions of older Americans in Medicare are about to gain access to obesity drugs for the first time — but that landmark shift may be flying under the radar for many of them. Starting Wednesday, eligible beneficiaries can get obesity drugs through Medicare's new Bridge demonstration program for a monthly copay of just $50. The coverage marks a long-sought victory for patients, physicians and obesity advocates who have pushed for broader access to the blockbuster treatments from Novo Nordisk and Eli Lilly, which have remained out of reach for many Americans. But a staggering 82% of all older Americans — including 79% of Republicans and 84% of Democrats — say they are unaware that Medicare is about to begin covering obesity drugs, according to a survey released in early June by the Obesity Care Advocacy Network. The survey, conducted in late March among more than 2,100 adults ages 65 and older, was completed weeks before the government announced it would extend the Bridge program through 2027. That data may not come as a surprise: While the government has done robust outreach to healthcare providers and pharmacists, some physicians and other experts told CNBC that they have noticed limited advertising of the new coverage to the general public from the Centers for Medicare & Medicaid Services or Novo and Lilly. There may be good reasons for it. CMS has done limited public outreach on the program ahead of July 1 because beneficiaries are "most moved to take action" when a benefit is actually available to them, an agency official told reporters on Thursday. They added that CMS will put out more promotions after the launch, "in the interest of being good stewards of our taxpayer dollars." Other experts also told CNBC that it may come down to making sure providers and pharmacies are prepared and resources are in place before pursuing broad public outreach. Still, some experts say the lack of awareness may delay some eligible adults from taking advantage of the new coverage and getting on the treatments immediately. "I have not seen a lot of information out there for the public, and I think there are going to be plenty of people who have zero knowledge of the Bridge program," said Dr. Shauna Levy, medical director of the Tulane Bariatric and Weight Loss Center. "And I think for patients, it's just going to take even longer for them to find out about it, and then see if they're eligible." Unlike traditional Medicare drug coverage, enrollment in the Bridge program is not automatic. Patients must meet eligibility requirements, obtain a prescription and receive prior authorization approval through CMS before coverage begins. The relatively quiet lead-up to the rollout stands in contrast to the marketing campaigns Novo and Lilly have historically deployed for their obesity and diabetes medicines, which have appeared everywhere from television commercials to subway advertisements. Novo spent nearly $500 million on U.S. advertising for its obesity drug Wegovy and its diabetes counterpart Ozempic in the first 9 months of 2025, more than double the just over $200 million Lilly spent promoting its rival injections, Zepbound and Mounjaro, Reuters reported, citing data from the ad-tracking firm MediaRadar. "I was a little surprised that there hasn't been more advertising by Lilly and Novo for seniors to be ready to get their prescription," said Leerink Partners analyst David Risinger, adding that it takes time to book an appointment with a provider to obtain one.