蘑菇AV

Chuck Grassley (R-IA) introduced a bill to force pharma companies to list drug prices in their direct-to-consumer ads.HHS Secretary Robert F. Kennedy Jr. repeatedly advocated for stricter regulations or even ban on pharma advertising.

We鈥檙e not only seeing price wars emerge between Novo and Lilly, but also among PBMs, insurers, and D2C companies鈥攁ll of whom want to stake their position as the best channel for consumers to acquire weight loss drugs.

Plus, the D2C market for weight loss drugs is already paying off. Lilly said on its Q1 earnings call that about 10% of its first-quarter Zepbound sales and 25% of new Zepbound prescriptions came through the self-pay channel.

This isn鈥檛 surprising, considering D2C pharmacy services side-step common barriers to medication access, such as long wait times to see a doctor, inadequate pharmacy access, and lack of transparency around medication costs. The final word: Pharma companies might view 鈥渟cript lift鈥� as a key metric to measure progress of their D2C models.

After years of emphasizing direct-to-consumer under former CEO John Donahoe, Nike is now rebalancing its approach. That pivot was evident in the company鈥檚 FYQ4 numbers:. Nike Direct revenues fell 14% YoY to $4.4 billion. Wholesale revenues dropped 9% to $6.4 billion. Other Q4 highlights:. Earnings per share were 14 cents, down 86% YoY, but slightly above the expected 13 cents.

Digital-first expansion: Dormify鈥檚 digital-native model supports Williams-Sonoma鈥檚 push to grow digital sales and deepen direct-to-consumer relationships. Customer lifetime value: Reaching consumers as they gain spending power gives Williams-Sonoma a longer runway to retain them, cross-sell across brands, and move them up the value chain as their lifestyles and needs evolve.

At Disney鈥檚 recent upfront presentation, ESPN was front and center, backed by the announcement of a new $29.99-per-month direct-to-consumer product offering 47,000 live events a year. Disney also revealed a bundled version with Hulu and Disney+, highlighting the centrality of sports to its streaming model.

Our thought bubble: Drugmakers in the D2C market want to funnel people to their online platforms where folks can order health products, schedule services, and access educational resources. Novo just recently joined the D2C space, but might be purposely avoiding tie-ups with telehealth companies amid senators鈥� increased scrutiny of such deals.

We expect more pharma players to join the D2C market this year. Their aim is to build trust and customer loyalty鈥攅specially as access to traditional care and treatment worsens and gets more expensive.

Total Entertainment segment income, which includes DTC and linear networks, grew 61% YoY to $1.26 billion. Hulu ended the quarter with 54.7 million subscribers, up from 53.6 million in Q1.

Consumer demand is driving pharma companies to improve access to their GLP-1 products through D2C channels. Nearly one-quarter (23%) of people in 蘑菇AV鈥檚 December 2024 survey who have taken a GLP-1 said they covered the whole cost. Eli Lilly said on its Q1 earnings call that about 10% of its first-quarter Zepbound sales and 25% of new Zepbound prescriptions came through the self-pay channel.

Kennedy Jr. to ban pharma direct-to-consumer advertising. A pharma ad deduction ban also could generate new revenues for the cost-cutting administration. Banning advertising tax deductions for pharma could generate $1.5 billion to $1.7 billion in federal tax revenues, according to Campaign for Sustainable Rx Pricing鈥檚 ad spending analysis of 10 leading pharma companies.

"It has men's personal care, a huge up-and-coming category crowded with direct-to-consumer brands (D2Cs) that need to find a way to stand out. It has a very relevant actress and it has controversy.". The timing was strategic, coinciding with Sweeney's movie promotion cycle, creating "a perfect storm," according to our analyst Rachel Wolff. Encouraging digital disconnection in a connected world.

Beekman 1802 uses marketing mix modeling to measure this impact, finding that "for every sale on TikTok, we see another sale on D2C and Amazon combined," with approximately two-thirds of those additional sales occurring on Amazon and one-third on their direct-to-consumer site, per Baker. This makes TikTok Shop both a direct sales channel and an awareness marketing channel.

Look to D2C healthcare and pharma companies as digital innovators. Consumer-focused brands are prioritizing a convenient online experience with an emphasis on price transparency (which is easier when insurance isn鈥檛 accepted). Some traditional healthcare and pharma players are responding with their own D2C offerings.

The news: Embattled direct-to-consumer genetic testing company 23andMe filed for federal bankruptcy protection and announced the resignation of CEO Anne Wojcicki. 23andMe鈥檚 stock plummeted nearly 60% on Monday following its Sunday night filing. How we got here: 23andMe was a market trailblazer in the DNA testing segment, becoming the first company to sell FDA-approved genetic tests to consumers.

This approach allows them to test new styles in their direct-to-consumer (D2C) channels before potentially expanding successful items across their 50+ US stores and ecommerce platform. D'Arcy said this responsiveness helps them stay relevant while maintaining their core identity. "The chase program means that we are looking at trends that are happening right now in the market," she said.

How we got here: BetterHelp advertises mainly on digital platforms, and is one of the largest spenders on podcast advertising, to drive its direct-to-consumer telemental health. It has partnered with mainstream celebrities and influencers like Ariana Grande, Venus Williams and Tom Brady in the past, and recently began women's college and professional athletes鈥� mental health promotions.

Nike is trying to reposition its direct-to-consumer (D2C) segment as a full-price business, starting with its ecommerce channels. Nike Digital went from having over 30 promotional days last January and February in North America to zero, Hill said. That helped boost full-price sales, but not enough: Nike Digital鈥檚 North America sales fell 12% YoY during the quarter.

The news: Acadia has acquired Crush, an Amazon-focused consultancy built for mid-market and direct-to-consumer brands, Adweek reports. It鈥檚 Acadia鈥檚 sixth deal since launching in 2021. Co-founded by former 360i CEO Jared Belsky, Acadia derives nearly half its headcount, profit, and revenues from retail media and marketplaces.

However, owning a streaming service doesn鈥檛 mean a deal is impossible: TF1 has its own free, direct-to-consumer offering with 35 million viewers, but the canyon between its use and Netflix鈥檚 is a clear indication of where viewers are.

Starting July 1, WeightWatchers members can have their Wegovy prescriptions fulfilled and delivered by Novo鈥檚 D2C pharmacy, NovoCare. Novo is also slashing the cash-pay price of Wegovy to $299 for new patients between July 1 and July 31. After the first month, the price will go back up to $499 per month.

Our take: Providers that don鈥檛 deliver a convenient 鈥渇ront door鈥� digital experience are at risk of losing patients to customer-obsessed D2C healthcare companies or other competitors. Clinic staff should gauge patients鈥� comfort level with using specific online tools at the first visit.

The FluMist nasal spray will be available for direct-to-consumer order and delivery at AstraZeneca鈥檚 FluMist Home website. Why it matters: Medication adherence can improve with increased convenience and accessible options for patients. Self-injections and at-home nasal spray options, with education and support, can eliminate travel barriers and the stress of doctor office visits.

The final word: Amazon鈥檚 healthcare strategy is advancing, with D2C telehealth and primary care now established and pharmacy sales growing (from $1.25 billion in 2023 to $1.8 billion in 2024, per Business Insider). The Health AI chatbot for search and medical advice could be the virtual consumer concierge to amplify engagement and increase sales.