The trend: We saw more direct-to-consumer (D2C) telehealth initiatives pop up in 2025, and consumer usage grew, fueled by rising pharma engagement, expansion by established platforms and new players, and a surprising step into the market by the federal government.
Key stat: We forecast there will be 86.3 million US telehealth users in 2025, up 3.6% and 83.3 million from 2024.
What’s driving the trend? Pharma companies added more telehealth options this year, spurred by the Trump administration's directive to set up D2C platforms.
- In August, President Trump ordered 17 big pharma companies to cut drug prices and set up D2C models for “high-volume, high-rebate” drugs.
- Eli Lilly, which was first to market with its D2C telehealth platform LillyDirect in 2024, expanded its D2C offerings in 2025: it added a deal with Walmart for in-pharmacy pickup; forged GLP-1 partnerships with telehealth companies Ro and Knownwell; expanded Alzheimer’s telehealth options; and lowered its weight loss drug cash-pay prices.
- Novo Nordisk debuted its D2C telehealth platform, NovoCare, this year; added telehealth collabs with Ro, LifeMD, and WeightWatchers; and dropped its cash-pay weight loss drug prices.
- Amgen, AstraZeneca, Boehringer Ingelheim, Bristol Myers Squibb and Novartis, all announced D2C telehealth platforms with one or two higher-price brand drugs at discounted prices.
Telehealth players also built out their D2C initiatives by expanding their GLP-1 services and inking deals with pharma companies.
- Hims expanded its personalized compounded GLP-1 services, and briefly inked a deal to sell the Wegovy brand, which Novo terminated in June, but may be back in play. Hims also added prescription testosterone to its men's healthcare offerings, , and added lab testing services with Quest Diagnostics.
- Ro bolstered its weight loss branded drug offerings with Novo and Lilly, expanded its deal with Pfizer for generic drugs, and added celebrity spokesperson tennis phenom Serena Williams for its weight loss services.
- Newer telehealth company Noom made moves into compounded GLP-1 microdosing, while prescription drug discounter GoodRx debuted its first telehealth services with men’s health and weight loss subscription plans.
- After Weightwatchers inked a Novo partnership in June, it revamped its GLP-1 services in December, connecting prescribing, nutrition, coaching, behavioral support, and community on its redesigned platform and app.
The federal government even joined the D2C telehealth scene in 2025. It announced the D2C portal TrumpRx will debut in January, and recruited pharma, retail, and pharmacy partners. TrumpRx.gov is meant to serve as a gateway where US consumers can search for prescription drugs and connect to its outside partners.
Why it matters: Telehealth use continues to grow—32.3% of US adults now use telehealth, according to EMARKETER forecasts in October.
- Physicians also widely use telehealth, with 71.4% of physicians reporting weekly use in their practices in 2024, per the American Medical Association.
Implications for pharma and telehealth marketers: As access to telehealth options grow so will consumer expectations for the virtual services. Patients accustomed to retail-level speed, transparency, and convenience will expect the same from virtual care and related services. Delivering that in healthcare requires coordinating multiple partners, meeting regulatory standards, and maintaining consistent quality across prescribing, fulfillment, and follow-up. Strong execution is now mandatory as D2C becomes a common entry point for a growing range of treatments and services.