The news: Eli Lilly struck a deal to make its obesity drugs Zepbound and Foundayo available directly through telehealth provider Hims & Hers. Hims, which partnered with Novo Nordisk in March, will offer Lilly's drugs at the same starting self-pay prices available through LillyDirect: $149 for Foundayo and $299 for Zepbound per month.

Why it matters: Lilly's deal with Hims adds another major telehealth platform to its obesity drug distribution network. About 30% to 40% of patients access obesity drugs through telehealth, Lilly USA president Ilya Yuffa told Bloomberg. Hims says it has more than 2.9 million patients across health conditions, giving Lilly access to an established patient base.

Hims was among the last major telehealth platforms without direct sales of Lilly's obesity drugs, even as the drugmaker built partnerships with Ro, WeightWatchers, and GoodRx. Rival Novo has also expanded its telehealth reach, launching its Wegovy pill through eight partners in January.

Implications for pharma and telehealth marketers: Drugmakers should build telehealth partnerships into obesity drug launch plans alongside their own direct-to-consumer (D2C) platforms. Telehealth brings established patient relationships and digital storefronts where consumers can explore treatments, access care, and obtain prescriptions. That reach comes with responsibility: Pharma marketers need to set clear guidelines and oversight for how these platforms promote their brands and communicate with patients.

For telehealth marketers, carrying obesity drugs from both Lilly and Novo gives providers more treatment options as patients' needs change, and gives patients more reasons to stay on the platform. But when major platforms offer many of the same drugs, the drug lineup alone no longer sets a brand apart. Telehealth marketers should use advertising to build a distinct brand personality and highlight their approach to care, patient support, and additional services.

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