By Fineline Cube 
Bristol-Myers Squibb (NYSE: BMY) and Pfizer (NYSE: PFE) announced a landmark collaboration with Mark Cuban Cost Plus Drug Company (Cost Plus Drugs) to make Eliquis® (apixaban) available on the direct-to-consumer platform starting 27 April 2026.
Priced at USD 345 for a 30-day supply with a valid prescription, Eliquis becomes one of the largest branded pharmaceuticals ever offered on the transparency-focused platform, significantly undercutting typical U.S. cash prices that often exceed $500–$600 per month.
Drug Profile & Indications
| Use Case | Clinical Indication |
|---|---|
| 1 | Reduce risk of stroke and systemic embolism in non-valvular atrial fibrillation (NVAF) |
| 2 | Treat and prevent recurrence of deep vein thrombosis (DVT) and pulmonary embolism (PE) |
| 3 | Prophylaxis of DVT/PE following hip or knee replacement surgery |
Eliquis, a direct oral anticoagulant (DOAC) and Factor Xa inhibitor, generated $14.2 billion in global sales in 2025, making it one of the world’s top-selling medicines. In the U.S., it holds dominant market share among NOACs due to its favorable safety profile and robust outcomes data.
Strategic Implications of the Partnership
| Aspect | Impact |
|---|---|
| Patient Access | Immediate price relief for uninsured, underinsured, or high-deductible plan patients |
| Pricing Transparency | Reinforces industry shift toward consumer-friendly pricing models amid political pressure on drug costs |
| Brand Strategy | Proactive defense against biosimilar/ generic competition (U.S. exclusivity extends to 2026–2027) |
| Platform Validation | Elevates Cost Plus Drugs as a credible channel for major pharma brands beyond generics |
Market Context & Competitive Dynamics
- U.S. Anticoagulant Market: Valued at >$20 billion annually; Eliquis leads with ~45% DOAC market share
- Affordability Crisis: Nearly 30% of U.S. patients report cost-related non-adherence to anticoagulants
- Policy Backdrop: The partnership aligns with federal initiatives promoting list-price transparency and out-of-pocket caps
While the $345 price remains above international reference levels (e.g., <$50 in EU), it represents a ~30–40% discount versus average U.S. cash prices—potentially improving adherence and reducing costly thrombotic events.
Forward‑Looking Statements
This brief describes a commercial access initiative. Volume impact, payer reactions, and long-term pricing strategy remain subject to market adoption and competitive responses.-Fineline Info & Tech