White House Strikes Deal with Pfizer for Lower Drug Prices, Online DTC Website

The Trump Administration is set to team up with Pfizer in a partnership that would bring lower prices for the manufacturer’s drugs as well as a direct-to-consumer (DTC) website for patients to purchase them, which the White House is naming “TrumpRx.”¹

While the rollout of this new partnership is still in its beginning stages, Pfizer is the first drugmaker to provide actionable steps in lowering US drug prices across the board,² an initiative perpetuated by the signing of the Most-Favored-Nation (MFN) Prescription Drug Pricing Executive Order.³

“It’s a win for American patients, a win for American leadership, and it’s a win for Pfizer because it provides the certainty and stability we need to continue advancing new breakthrough medicines for patients,” said Pfizer spokeswoman Amy Rose, according to The Wall Street Journal.²

Despite a myriad of uncertainties, this new deal could save money for up to 100 million US patients. | image credit: MysteryShot / stock.adobe.com

READ MORE: Pharmacy Industry Leaders Gather to Discuss Most Favored Nation Drug Policy

Despite early reports of the Pfizer program providing a decrease in drug prices for Medicaid patients, there is potential for savings to reach the pockets of all US patients and consumers as President Trump continues to put pressure on manufacturers. On top of this most recent Pfizer-White House partnership, as well as provisions backed by the MFN policy, the potential impact of pharmaceutical tariffs could add a third layer to the evolution of drug prices in the US.

With the new partnership, Pfizer will receive a 3-year grace period on being susceptible to Trump’s pharmaceutical tariffs, which are expected to take effect October 1. “The agreement on lower prices will cover ‘a large majority’ of Pfizer's primary care medicines, along with specialty brand-name drugs, which will be offered at discounts averaging 50% and reaching as high as 85%, a spokesperson for the company said,” according to NBC News.¹

Some of the drugs correspondents close to the partnership have named for future price reductions include the menopause medication Duavee (conjugated estrogens/bazedoxifene), Toviaz (fesoterodine fumarate) for treating overactive bladder, and Pfizer’s Eucrisa (crisaborole) skin ointment.^4-6 On top of these, and whatever additional drugs that Pfizer already markets, all new drugs that the company introduces will also be sold at lower prices.¹

Alongside the announcement of this unprecedented partnership, the administration is set to roll out its “TrumpRx” DTC website for patients across the country to access necessary prescription medications. The website will be fully owned and operated by the US government as well as giving it the federal power to negotiate the prices of DTC drugs themselves.²

The extent of which drugs will be offered and at what type of discounts through the TrumpRx website is currently unknown. There is also uncertainty regarding what patient populations and insurance coverage would be set aside to reap the benefits of these discounts and savings. However, according to Pfizer and White House spokespeople who reported to The Wall Street Journal, the new partnership is projected to benefit as many as 100 million US patients.

“Moving forward, the only thing I will accept from drug manufacturers is a commitment that provides American families immediate relief from the vastly inflated drug prices and an end to the free ride of American innovation by European and other developed nations,” said Trump, according to Politico.⁷

Amid the administration’s ongoing commitment to lower US drug prices, they are looking to get US consumers on a level playing field with consumers in other, developed nations. Hence, the MFN drug policy; this was signed as an executive order in June of this year and plainly states that multiple federal agencies should “take specific actions aimed at compelling drug manufacturers to lower drug prices in the United States in a manner comparable with other ‘developed nations.’”³

From the MFN drug policy to prospective pharmaceutical tariffs and a key partnership between the federal government and a major US drug manufacturer, there is significant movement from the Trump Administration to recorrect the rate of rising drug costs in the US.

Many experts in the pharmacy and pharmaceutical industry have expressed disagreement and uncertainty regarding the aforementioned provisions, partnerships, and policies. However, with the continued fight stemming from the administration’s goal to lower drug prices, patients can be hopeful for discounted savings as these programs roll out.¹

“President Trump is leveraging the power of the federal government to drastically cut drug prices for everyday Americans,” concluded White House spokesman Kush Desai, according to The Wall Street Journal.² “Democrats talked the talk for decades about drug prices, but only President Trump is actually walking the walk.”

READ MORE: The Potential Impact Pharmaceutical Tariffs May Have on Pharmacies

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REFERENCES

1. Lovelace Jr B. Trump announces deal with Pfizer to lower drug prices, including “TrumpRx” website. NBC News. September 30, 2025. Accessed September 30, 2025. https://www.nbcnews.com/health/health-news/trump-announce-deal-pfizer-lower-drug-prices-rcna234679

2. Andrews N, Whyte LE. White House unveils “TrumpRx” drug-buying site and a Pfizer pricing deal. The Wall Street Journal. September 30, 2025. Accessed September 30, 2025. https://www.wsj.com/health/pharma/white-house-to-announce-trumprx-drug-buying-website-and-deal-with-pfizer-8c42e5cb?st=h7HPzB&reflink=desktopwebshare_permalink

3. Rogers HA. Most-Favored-Nation Prescription Drug Pricing Executive Order: legal issues. Library of Congress. June 5, 2025. Accessed September 30, 2025. https://www.congress.gov/crs-product/LSB11319

4. Pfizer announces DUAVEE® (conjugated estrogens/bazedoxifene), an estrogen-based menopause hormone therapy, now back in stock with improved packaging. News Release. Pfizer. June 5, 2023. Accessed September 30, 2025. https://www.pfizer.com/news/announcements/pfizer-announces-duaveer-conjugated-estrogensbazedoxifene-estrogen-based

5. Pfizer’s TOVIAZ(TM) (fesoterodine fumarate) receives FDA approval for the treatment of overactive bladder. News Release. Pfizer. October 31, 2008. Accessed September 30, 2025. https://www.pfizer.com/news/press-release/press-release-detail/pfizer_s_toviaz_tm_fesoterodine_fumarate_receives_fda_approval_for_the_treatment_of_overactive_bladder

6. EUCRISA® (crisaborole) ointment 2%. Pfizer. 2023. Accessed September 30, 2025. https://eucrisa.pfizerpro.com/

7. Lim D. The Trump Administration’s favored tactic to force companies to act. Politico. September 29, 2025. Accessed September 30, 2025. https://www.politico.com/news/2025/09/29/trumps-strategy-to-get-drug-companies-to-act-voluntarily-is-about-to-be-tested-00583885