Medicare obesity drug coverage starts with many seniors unaware
A new Medicare demonstration will cover obesity medicines for eligible enrollees, but polling suggests most older Americans do not know it is coming.
By Sofia Marchetti · World Affairs Correspondent
3 min read
Medicare is set to begin covering obesity drugs for eligible older adults through a new federal demonstration program, a change that could widen access to high-demand treatments from Novo Nordisk and Eli Lilly. CNBC reported that the Medicare GLP-1 Bridge program starts July 1 with a $50 monthly copay for qualifying beneficiaries.
The rollout may be easy to miss for many people it is meant to serve. The Obesity Care Advocacy Network said in a June survey that 82% of older Americans did not know Medicare was about to begin covering obesity medicines, including 79% of Republicans and 84% of Democrats.
The advocacy group said the survey was conducted in late March among more than 2,100 adults age 65 and older. CNBC noted that the polling took place before the government said it would extend the Bridge program through 2027.
Coverage will not be automatic
CNBC reported that beneficiaries must be enrolled in Medicare Part D to qualify for the new coverage. The Bridge program is run directly by the Centers for Medicare & Medicaid Services rather than through private Part D plans, according to CNBC.
That structure means patients cannot rely on ordinary plan enrollment alone. CNBC reported that beneficiaries need to meet eligibility rules, get a prescription and receive prior authorization approval from CMS before coverage begins.
Some patients will be excluded, CNBC reported. That includes people already receiving Part D coverage for a GLP-1 drug for a Medicare-covered use, such as Type 2 diabetes, cardiovascular disease risk reduction or sleep apnea.
Dr. Shauna Levy, medical director of the Tulane Bariatric and Weight Loss Center, told CNBC that she had not seen much public information about the program and expected many patients to know little or nothing about it at launch. She said patients may need more time to learn about the program and determine whether they qualify.
A quieter rollout than past drug campaigns
CNBC reported that CMS has focused heavily on outreach to health-care providers and pharmacists, while public advertising by the government and drugmakers has appeared limited. A CMS official told reporters Thursday that beneficiaries are more likely to act when a benefit is available, and said the agency plans more promotion after launch to use taxpayer dollars carefully.
The restrained public push contrasts with previous marketing for GLP-1 medicines. Reuters reported, citing MediaRadar data, that Novo spent nearly $500 million on U.S. advertising for Wegovy and Ozempic in the first nine months of 2025, while Lilly spent just over $200 million promoting Zepbound and Mounjaro.
Leerink Partners analyst David Risinger told CNBC he was surprised that Novo and Lilly had not advertised more to seniors before the coverage begins. He said patients may need time to book appointments to obtain prescriptions.
Novo Nordisk executive Jamey Millar told CNBC that the company has promoted the Bridge program through targeted social media mentions and on its website, but not with linear television ads. He said pharmacists and health-care providers are expected to help build awareness.
Lilly executive Ilya Yuffa told CNBC that preparing physicians and the broader health system before building broad consumer awareness can reduce friction between patients and doctors. He said consumers should later see wider Lilly marketing around Bridge coverage for Foundayo and one form of Zepbound.
Dr. Holly Lofton, director of the Medical Weight Management Program at NYU Langone, told CNBC the slower approach may help CMS identify and fix problems before a surge of prior authorization requests. She said the coverage is available and expressed hope that word will spread.
This story draws on original reporting from CNBC.