GoodRx Launches Direct-to-Employer Drug Platform at ViVE 2026

The program enables employers to select specific branded medications and subsidize the cash-pay price available through GoodRx.

GoodRx has launched Employer Direct, a new direct-to-employer platform aimed at helping companies lower out-of-pocket costs for high-priced branded drugs, the company announced at ViVE 2026.

The program enables employers to select specific branded medications and subsidize the cash-pay price available through GoodRx. The platform is designed to operate alongside existing medical and pharmacy benefits, targeting drugs that may lack formulary placement or carry significant access restrictions.

Employer Direct debuted in early 2026 with an initial focus on GLP-1 medications, a category that continues to see strong demand despite uneven insurance coverage. Early employer partners include grocery chain Hy-Vee.

Laura Jensen, chief commercial officer and president of pharma solutions at GoodRx, said employers are seeking more transparency around net pharmaceutical pricing and new approaches to address access gaps.

“The idea here is I think a real hunger for employers who are, frankly, not necessarily adding certain products to formulary, and there's really big access gaps,” Jensen said in an interview at the conference.

Under the model, employers can also integrate GoodRx’s telemedicine services, combining virtual clinical care with prescription fulfillment. The company said the approach is intended to provide access to high-cost therapies without requiring significant changes to existing benefit structures.

The launch comes amid broader shifts in the direct-to-consumer (DTC) prescription drug market. Rising drug spending and increased consumer awareness of pricing options have fueled growth in cash-pay and online pharmacy models. Jensen noted that patients are becoming more informed about drug pricing and are increasingly willing to explore alternatives outside traditional pharmacy benefit frameworks.

“There’s more agency on the patient side to be able to do what they need to do,” she said.

Currently, Employer Direct includes about 100 available programs, with GLP-1 medications leading adoption. Jensen said the company expects to refine the model as more employers participate, evaluating how the platform can scale to additional therapeutic categories.

The announcement also follows heightened attention on DTC initiatives, including recent federal efforts to promote alternative purchasing channels for prescription medications.

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