Direct‑to‑Consumer Drugs Cut Prices

When pharmaceuticals face ordinary cash‑paying consumers rather than insulated third‑party payers, competitive pressure and price transparency can drive rapid price declines—as shown by Wegovy and Zepbound falling over 70% in three years. This contrasts with most health‑care sectors where insurance blunts competition and keeps legacy service prices high despite falling costs and slack capacity. — If true generally, it implies policy levers (coverage design, reimbursement, age‑gates, subsidies) that increase direct consumer price exposure could restrain drug and service costs across health care.