Millions of older Americans in Medicare gain access to obesity drugs starting Wednesday, July 1, 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. However, 82% of all older Americans 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, conducted in late March among more than 2,100 adults ages 65 and older.
Survey Reveals 82% Unawareness Among Older Americans
The survey, released in early June by the Obesity Care Advocacy Network, found that 82% of all older Americans — including 79% of Republicans and 84% of Democrats — are unaware that Medicare is about to begin covering obesity drugs. The survey was conducted in late March among more than 2,100 adults ages 65 and older, weeks before the government announced it would extend the Bridge program through 2027.
Dr. Shauna Levy, medical director of the Tulane Bariatric and Weight Loss Center, said the lack of awareness may delay eligible adults from taking advantage of the new coverage. "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," Levy said. "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."
CMS Limits Pre-Launch Public Outreach
While the government has done robust outreach to healthcare providers and pharmacists, some physicians and experts have noticed limited advertising of the new coverage to the general public from the Centers for Medicare & Medicaid Services or Novo and Lilly. A CMS official told reporters on Thursday that the agency 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. The official added that CMS will put out more promotions after the launch, "in the interest of being good stewards of our taxpayer dollars."
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. 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.
Enrollment Requires Part D and Prior Authorization
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. Medicare beneficiaries must be enrolled in Part D, a prescription drug plan, to qualify for the new coverage.
The eligibility for the program is broad, but certain patients will not qualify. That includes those already receiving coverage of a GLP-1 from their Part D plan for a use already covered by Medicare, such as Type 2 diabetes, cardiovascular disease risk reduction or sleep apnea. Because the Bridge program is administered directly by CMS rather than through Part D plans, private insurers don't need to play a role in educating beneficiaries about the new coverage.
Novo and Lilly Take Different Marketing Approaches
Jamey Millar, Novo Nordisk's executive vice president of U.S. operations, said in an interview on Wednesday that targeted mentions on social media and Novo's website are advertising the Bridge program. He acknowledged that no linear TV ads are promoting the new coverage, but said he believes awareness among patients will come from providers and pharmacies. "Any seniors that walk into a retail pharmacy post-July 1, on average, they're on eight medications, most of them oral, so the pharmacist has an opportunity to say, did you know about Bridge?" Millar told CNBC.
Ilya Yuffa, president of Lilly USA and global customer capabilities, said in an interview on Wednesday that Lilly typically takes the view that "let's make sure that the physicians are prepared, similar to what we did with Foundayo, before getting broad awareness for consumers." Yuffa was referring to the recent launch of Lilly's obesity pill, Foundayo. Building awareness among providers and the broader healthcare system first helps avoid "friction" between patients and physicians, he said.
CMS and Companies Plan Post-Launch Promotions
A CMS official stated on Thursday that the agency will put out more promotions after the launch, "in the interest of being good stewards of our taxpayer dollars." Ilya Yuffa said consumers should expect to see broader marketing efforts from Lilly around the availability of Foundayo and one form of Zepbound through the Bridge program.
Some experts suggested the limited pre-launch outreach may give physicians, pharmacies and CMS time to prepare before a potentially large number of beneficiaries begin seeking treatment. Dr. Holly Lofton, director of the Medical Weight Management Program at NYU Langone, said, "It may be, let's get the first month down and see what mistakes we make, so we can fix it, rather than everything crashes and burns within a month or two. The thing is, the access is there, and hopefully the world will get around."
FAQ
What is the Medicare Bridge program for obesity drugs starting July 1?
Starting Wednesday, July 1, eligible Medicare beneficiaries can get obesity drugs through Medicare's new Bridge demonstration program for a monthly copay of just $50. The government announced it would extend the Bridge program through 2027.
Who is eligible for the Medicare Bridge program obesity drug coverage?
Medicare beneficiaries must be enrolled in Part D, a prescription drug plan, to qualify for the new coverage. Patients must meet eligibility requirements, obtain a prescription and receive prior authorization approval through CMS before coverage begins. Those already receiving coverage of a GLP-1 from their Part D plan for a use already covered by Medicare, such as Type 2 diabetes, cardiovascular disease risk reduction or sleep apnea, will not qualify.
How much did Novo Nordisk spend on advertising for Wegovy and Ozempic in 2025?
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, according to data from the ad-tracking firm MediaRadar cited by Reuters.
