On 30 September 2025, US President Donald J Trump announced the launch of the ‘TrumpRx’ website, and a deal with Pfizer to lower US drug prices, aimed at drastically lowering prescription drug costs by connecting Americans directly with manufacturers.
The move, set to take effect in early 2026, has already prompted rivals Merck, Johnson & Johnson, and Eli Lilly to announce plans for similar direct-to-consumer (DTC) platforms.
This follows President Trump’s Executive Order (EO) [1], which mandates ‘Most Favored Nation’ pricing, requiring companies to offer US patients the lowest prices charged in comparable nations [1].
Set to launch in early 2026, TrumpRx will be a direct-to-consumer website where Americans can buy medicine at discounted prices. The aim of TrumpRx is to offer medications at discounted ‘most-favored-nation’ prices directly from manufacturers.
‘For many years, Americans have paid the highest prices anywhere in the world for prescription drugs — much more than other countries for the exact same product. That ends today,’ says Trump.
The ‘TrumpRx’ website aims to cut out the middlemen—insurers and pharmacy benefit managers—and pass negotiated savings directly to consumers, particularly the uninsured.
Following the issuance of his EO in May 2025, Trump sent a series of letters to big pharma companies in the US. Pfizer was the first to strike a deal with the administration and will sell drugs to Medicaid and set prices of new drugs at ‘Most Favored Nation’ levels, i.e. the lowest price made available in peer countries. The company said they will sell many primary care medicines and some specialty brand-name drugs with an average of 50% savings at TrumpRx. Additionally, it will invest an additional US$70 billion in manufacturing and research, while receiving a three-year reprieve on certain tariffs on pharmaceutical imports.
Major drugmakers, including Merck and Amgen, have reportedly reached agreements to offer lower prices on products such as Januvia, Repatha, and weight-loss drugs like Ozempic and Wegovy through the new platform.
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Reference
1. GaBI Online - Generics and Biosimilars Initiative. US EO: delivering Most-Favored-Nation Prescription Drug Pricing to American patients [www.gabionline.net]. Mol, Belgium: Pro Pharma Communications International; [cited 2026 Feb 9]. Available from: www.gabionline.net/policies-legislation/us-eo-delivering-most-favored-nation-prescription-drug-pricing-to-american-patients
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