Roche has begun selling its flu antiviral Xofluza directly to U.S. consumers for US$50, marking a 70% discount from its list price, as the company joins other drugmakers in addressing White House pressure to lower medication costs.
The offer, announced Thursday, will be available through Alto Pharmacy, Amazon Pharmacy, and Mark Cuban Cost Plus Drug Company, but not major retail chains such as CVS. Roche’s U.S. unit Genentech said both insured and uninsured patients can access the discounted price, with same-day delivery options.
The move comes amid President Donald Trump’s campaign to cut prescription costs for Americans, who often pay higher prices than patients in other developed countries. His administration plans to roll out a “TrumpRx” website early next year to let consumers buy certain drugs directly from manufacturers. Roche confirmed that Xofluza won’t initially be part of that platform but said it may consider future participation.
While most Americans don’t pay cash for prescriptions — instead relying on insurers or federal programs like Medicare— Roche already offers coupons that lower Xofluza’s out-of-pocket cost to as little as US$35 for eligible patients.
Xofluza, approved for people aged 12 and older who show flu symptoms for less than 48 hours, is expected to generate US$340 million in global sales this year.
Roche’s initiative follows similar actions by Amgen, Pfizer, and AstraZeneca, which have agreed to pricing reforms in exchange for tariff relief. Trump had previously warned drugmakers that failure to align U.S. prices with those in other wealthy nations could result in 100% tariffs on branded medicines.
A Roche spokesperson said the program “supports the administration’s goals of expanding access and affordability,” while analysts view it as part of a broader shift toward direct-to-consumer pharmaceutical models.
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