It’s a bad day to be a pharma middleman. The White House announced the launch of TrumpRx in 2026, kicking off a wave of cost reductions on some of the most popular drugs in the world.
TrumpRx looks exactly like it sounds. Here’s the website.
- The site will serve as a portal for patients to find the best rates on prescription medications, AKA “Most-Favored-Nation Pricing.”
- Unlike other billionaire-run pharma projects like Mark Cuban Cost Plus Drug Company, TrumpRx won’t actually fulfill anything.
- Instead, it will send people to pharmaceutical companies’ direct-to-consumer sites to process orders, a strategy that Cuban applauded as having “no downside for anyone.”
It gets better. TrumpRx was part of a broader initiative to lower drug costs for Americans, and included major partnerships with Novo Nordisk and Eli Lilly to expand access to GLP-1s.
- Novo’s Ozempic and Wegovy will be listed at $350 per month on TrumpRx, significantly lower than the $1k per month that many patients are used to.
- The same goes for Lilly’s Zepbound, and both manufacturers agreed to list their upcoming oral GLP-1s at $150 “in the event that the FDA later approves them.” That seems pretty likely at this point.
What does pharma get out of it? Medicare coverage.
- The “historic reductions” will enable Medicare and Medicaid to cover GLP-1s for adults with obesity, as opposed to confining coverage to those with diabetes or heart disease.
Things snowballed from there. Novo revealed this week that it will immediately slash its GLP-1s to $349 on its DTC platform, with doses available at $199 for new patients.
- GoodRx was quick to match them at $199 for the first two months, and Ro hopped on the same introductory bandwagon.
- Omada also completely changed its tune within hours of the TrumpRx announcement and said that it will begin prescribing GLP-1s for the first time in 2026.
The Takeaway
The GLP-1 landscape just got tossed on its head, and the oral versions haven’t even come out yet. Drug manufacturers are already throwing down the direct-to-consumer gauntlet, but so far it looks like patients might actually come out on top.
