The Rise of Direct-to-Consumer Drug Pricing 

Direct-to-consumer pharmacy programs aren’t new—but they’re about to get a lot bigger. 

Pharmaceutical manufacturers offer select medications directly to patients at flat or discounted cash prices—bypassing insurance and traditional pharmacy benefit structures. These direct-to-consumer (DTC) programs allow individuals to purchase brand-name therapies with transparent pricing and simplified access. Some offer medication access through a specific pharmacy for home delivery, and some programs issue savings cards the patient can use at participating pharmacies.  

Now, the federal government is preparing to scale this model. As part of its ongoing negotiations with drug manufacturers—guided by five “pillars of fairness”—the current administration has made direct patient access to lower prices a central goal. In early 2026, the federal government plans to launch TrumpRx.gov, a new website designed to give individuals direct access to the best pricing, greater transparency, and medications without costly third-party markups. 

PhRMA (the trade organization for pharmaceutical manufacturers) is following suit. Announcing americasmedicines.com, a new website to connect patients with manufacturer direct purchase programs. 

As part of ongoing negotiations with pharmaceutical manufacturers, the Trump administration is securing commitments from pharmaceutical companies to expand DTC discount prices for the medications they market in the U.S.    

• Pfizer indicates it will make most of its medications available on TrumpRx.gov at Most Favored Nation (MFN) pricing or at rates below current U.S. levels bypassing middlemen and aiming to provide increased price transparency for consumers. 
• AstraZenneca announced they will provide DTC sales to eligible patients with prescriptions for chronic diseases at a discount of up to 80% off list prices and that they will participate in TrumpRx.gov. 
• EMD Serono announced they will offer DTC sales of its complete portfolio of IVF therapies to eligible patients at significantly reduced prices, and they will participate in TrumpRx.gov. 
• Lilly announced Zepbound will be available through LillyDirect at the lowest dose for $299 with additional doses up to $449. This represents a $50 discount to current DTC prices. Once approved by the FDA, orforglipron (GLP-1 agonist) will be available for the lowest dose for $149 with additional doses up to $300. Lilly will also add Emgality, Trulicity and Mounjaro to LillyDirect with pricing 50% to 60% lower than current list prices. 
• Novo Nordisk announced, effective November 17, 2025, they are lowering the price of Wegovy and Ozempic (most strengths) for existing self-pay patients in the US to $349 per month (Ozempic 2 mg will remain $499/month). And for a limited time, patients in the US can get the first two doses of Wegovy and Ozempic for $199 (new starts only).   
• Sanofi announced that beginning January 1, 2026, its expanded Insulins Valyou Savings Program will cap the price of Sanofi insulins at no more than $35. 

Current DTC Opportunities from Pharma 

While TrumpRx.gov and amerciasmedicine.com represent a national expansion of the DTC model, several pharmaceutical companies already offer DTC purchasing for select products. These current programs typically serve individuals who don’t have insurance and are seeking self-pay pricing options.