Pharma as its own retailer

11 August 2026

The US Food and Drug Administration (FDA) approved Foundayo (orforglipron) on April 1 this year, for adults with obesity or overweight with weight-related medical problems. USA-based pharma major Eli Lilly (NYSE: LLY) began accepting prescriptions through its own LillyDirect platform immediately, with shipping from April 6. Broad availability through US retail pharmacies and telehealth providers began on April 9.

The sequencing — manufacturer platform first, retail second — reflects a channel structure that has been building since Lilly launched LillyDirect in early 2024 and Novo Nordisk (NOV: N) followed with NovoCare Pharmacy in March 2025.

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