White House launches TrumpRx direct-to-consumer drug platform; Merck & Co cuts Januvia price

White House to unveil direct-to-consumer drug platform

WASHINGTON — The Trump administration is unveiling a new prescription drug initiative that is pushing major pharmaceutical companies to offer steep discounts directly to consumers, with Merck & Co identified as a participant. The White House says the program, called TrumpRx, will let Americans buy certain medicines at lower costs and is expected to save billions. Press secretary Karoline Leavitt calls it a “historic announcement” and says it will save millions, while the rollout features CMS Administrator Dr. Mehmet Oz and National Design Studio Director Joe Gebbia.

TrumpRx centres on Merck’s diabetes drug Januvia

Merck is spotlighted for agreeing to reduce the retail cost of its sitagliptin product Januvia for patients buying through TrumpRx, with the White House citing a cut from about $330 to $100. The administration positions the move as part of broader deals with drugmakers to target chronic, costly conditions — including diabetes, asthma, HIV, hepatitis C, multiple sclerosis and cardiovascular disease — and expand access by selling some medicines directly to consumers. The direct-to-consumer element aims to bypass some traditional payer and distribution routes, potentially reducing out-of-pocket expenses for patients who lack adequate coverage.

The announcement raises operational and regulatory questions that affect how Merck and peers will deliver the discounts. Officials say participating companies commit to steep discounts, but specifics remain partially unclear: which pharmacies will participate, the list of eligible formulations, patient eligibility criteria and how insurers and pharmacy benefit managers will interact with the new channels. Analysts and consumer advocates warn the long-term impacts on access, continuity of care and clinical oversight are uncertain, and any gains for patients may depend on the program’s rollout mechanics and the scale of participating pharmacies and wholesalers.

Other companies and examples

The White House says several big drugmakers join the initiative; CNN reports at least 16 manufacturers have negotiated agreements. Bristol Myers Squibb is cited as cutting its HIV drug Reyataz from about $1,449 to $217 under the scheme, illustrating the steep discounts the administration highlights.

Reaction from industry and intermediaries is mixed. GoodRx Chief Executive Wendy Barnes says she is “thrilled” because the launch aligns with efforts to reduce drug prices, while critics note prior Trump health initiatives, including a claimed $50 billion rural health plan, have relied on contested savings estimates. Leavitt posts on X, “You won’t want to miss it!” as the administration moves to present TrumpRx as a major consumer-facing change to prescription drug access.