The news: Eli Lilly’s oral weight loss drug Foundayo is now available in the US through a range of telehealth providers and retail and online pharmacies in the US. Initial distribution partners that are offering the drug at a cash-pay price starting at $149 per month include Ro, GoodRx, Amazon Pharmacy, and various local pharmacies.

Why it matters: The only two FDA-approved obesity pills for chronic weight management—Foundayo and Novo Nordisk’s oral Wegovy—are now widely available across traditional and online channels, creating opportunities for a broad range of companies in the GLP-1 treatment space.

It’s a massive addressable market with diverse players each positioned to capitalize on consumer demand for weight loss pills: Novo Nordisk said in February that more than 600,000 Wegovy pill prescriptions had been written since its early January launch, per CNBC.

Amazon can give GLP-1 users another reason to stay within Amazon’s ecosystem. It is adding oral GLP-1s to its expanding same-day delivery service, which will be especially attractive to those without easy access to a physical pharmacy. The company also plans to offer the pills through new prescription kiosks at select One Medical locations.

Telehealth companies like Ro and GoodRx can reel in new patients for subscriptions to their online weight loss programs, which include access to prescription medications. GoodRx has the added advantage of driving consumers to its site, where it shows which nearby pharmacies carry the drug.

Retail pharmacies can leverage their position as the most-used and most-trusted prescription drug purchasing channel by promoting oral GLP-1 access in the settings patients already know and rely on to pick up medications and consult pharmacists, even as alternative options expand.

Implications for pharmacies and telehealth companies: Legacy pharmacy brands have largely held an edge over newer, convenience- and tech-focused entrants since consumers like having the option to speak with pharmacists at entities they’re familiar with.

But as weight loss drug prescriptions increasingly originate online, many patients will be more comfortable purchasing them online and receiving them via delivery. Delivering a top-tier user experience will be critical to retaining GLP-1 customers for both pharmacies and telehealth providers—especially by offering timely support on dosing, refill regimens, side effects, pricing, and other weight loss concerns.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.