Millions of older Americans enrolled in Medicare are poised to gain access to obesity medications for the first time, a significant advancement that might not be widely recognized by those eligible. As of July 1, beneficiaries who qualify can obtain obesity treatments through Medicare’s innovative Bridge demonstration program, with a minimal monthly copay of $50. This development has been a long-sought victory for patients, medical professionals, and advocates who have campaigned for broader access to effective obesity treatments from companies like Novo Nordisk and Eli Lilly, which have historically been out of reach for many.
However, a recent survey from the Obesity Care Advocacy Network reveals a concerning lack of awareness about this new benefit. Findings indicate that 82% of older Americans—including 79% of Republicans and 84% of Democrats—are unaware that Medicare will soon cover obesity medications. The survey, which involved over 2,100 adults aged 65 and older, was conducted in late March, prior to the announcement of the Bridge program’s extension through 2027.
Health experts have highlighted that while there has been significant outreach to healthcare providers and pharmacists, advertising targeting the general public has been minimal. An official from the Centers for Medicare & Medicaid Services (CMS) indicated that public outreach was limited before the program’s launch because beneficiaries are more likely to take action once a benefit is actively available. Additional promotions are expected to follow the rollout, focusing on encouraging engagement while carefully managing taxpayer dollars.
Some healthcare providers have expressed concern that this lack of awareness could prevent eligible seniors from immediately accessing the treatments. Dr. Shauna Levy, the medical director of the Tulane Bariatric and Weight Loss Center, noted that many patients might remain unaware of the specifics of the program, making it challenging for them to check their eligibility or pursue necessary prescriptions.
In contrast to the targeted marketing strategies employed by Novo Nordisk and Eli Lilly for their medications, the lead-up to the Bridge program’s launch has been relatively quiet. Novo Nordisk reportedly allocated close to $500 million for U.S. advertising of its obesity drug, Wegovy, and the diabetes medication Ozempic within the first nine months of 2025, while Eli Lilly spent just over $200 million on its competing products, Zepbound and Mounjaro.
The Bridge program requires Medicare beneficiaries to be enrolled in Part D, but since it is directly administered by CMS, traditional private insurers do not play a role in educating seniors about the new coverage. Health policy expert Kenneth Thorpe emphasized that effectively disseminating information about the program and its eligibility criteria will likely be one of the most significant challenges.
Eligibility is wide-ranging, though some individuals may not qualify, particularly those already covered for a GLP-1 medication for conditions like Type 2 diabetes or cardiovascular diseases. While upfront advertising has been limited, there have been mentions on social media and information available through Novo’s website. Officials believe that awareness will be fostered primarily through healthcare providers and pharmacists, many of whom have received thorough briefings on the upcoming changes.
The cautious approach to public outreach may also allow for an organized preparation period for healthcare professionals and pharmacies before a potentially large influx of beneficiaries begins seeking treatment. Ilya Yuffa, president of Lilly USA, suggested that building awareness among providers initially could streamline the process for patients, reducing potential friction when they seek prescriptions.
Still, experts noted that the program’s implementation could be impacted by the demand for prior authorization before coverage begins. Dr. Holly Lofton, director of the Medical Weight Management Program at NYU Langone, highlighted this potential challenge, suggesting that it might be beneficial to assess the program’s operations and address any issues that arise before expanding public awareness efforts.
With the availability of these treatments, there is hope that awareness will eventually increase, allowing eligible Americans to benefit from new opportunities for managing obesity.
