Epic is partnering with Amazon Pharmacy, Mark Cuban Cost Plus Drugs, Costco and Eli Lilly's LillyDirect to develop a prescription marketplace that allows clinicians and patients to compare medication prices directly within the electronic health record. Expected to launch in summer 2027, the tool will display both insurance-based costs and pharmacies' cash prices before prescriptions are sent, helping patients identify more affordable options at the point of care.
The marketplace will be integrated into Epic's prescribing workflow, allowing clinicians to review medication prices across participating pharmacies while discussing treatment options with patients. Depending on the drug, insurance coverage and pharmacy, paying cash can sometimes be cheaper than using insurance. By making these differences visible before patients leave the doctor's office, Epic aims to reduce unexpected costs and prescription abandonment.
The platform will be open to any pharmacy willing to share its cash prices with healthcare organizations using Epic. Patients will be able to compare available options from pharmacy partners, including online and retail providers, and choose where to fill their prescriptions. The initiative builds on Epic's existing real-time prescription benefit technology, which displays insurance-based costs and generic alternatives. Epic says that feature helped patients save more than $250 million in 2025.
The collaboration addresses a major challenge in medication affordability. According to a KFF survey, more than 40% of American adults report not taking medications as prescribed because of cost. By integrating price transparency into clinical workflows, the participating companies aim to help patients make informed decisions before reaching the pharmacy counter, potentially improving medication access and adherence.
The initiative also reflects the growing role of direct-to-consumer pharmacy models in the U.S. Companies such as Amazon Pharmacy, Cost Plus Drugs and LillyDirect have expanded alternative medication purchasing channels, while traditional retailers continue investing in pricing transparency. Epic's marketplace could connect these options directly to clinicians and patients, making prescription price comparison a routine part of healthcare delivery.
Click here to read the original news story.
