It looks like US pharmaceutical companies may be cutting out the middleman. Several pharmaceutical companies have said they will sell drugs directly to patients in the US and offer discounts following US President Donald Trump’s calls to bring down drug prices and cut out “middlemen” like pharmacies, insurers, and pharmacy benefit managers.
Below is an overview of companies looking to go direct to their customers.
Major drug makers are increasingly offering direct-to-consumer sales and substantial discounts in the US, driven by regulatory and tariff pressures and a push from Donald Trump’s administration to lower drug prices. AstraZeneca agreed to sell certain medicines at up to 70–80 % off list price via a direct purchase site, as part of a deal that gives it three years of tariff relief in exchange for discounts. Bristol-Myers Squibb announced deep cuts for US patients on drugs like Eliquis and Sotyktu—the latter being offered at more than an 80% discount.
READ: Pharma stocks surge after Trump announces exemption for generic drugs from US tariffs (October 9, 2025)
Eli Lilly is moving its top-dose weight-loss drug, Zepbound, online for cash-pay customers, while together with Novo Nordisk, it struck a deal to reduce GLP-1 weight-loss drug prices for cash and public payers. Novo Nordisk has also set its diabetes drug Ozempic at $499 per month for eligible cash-pay patients via its own pharmacy and telehealth partnerships.
Meanwhile, Pfizer cut a deal with the US government to lower its Medicaid drug prices to match those in other developed countries and is launching direct-to-consumer channels via the upcoming TrumpRx website. Roche is considering full direct-to-patient sales in the US to reduce costs by bypassing insurers and pharmacy benefit managers (PBMs). Sanofi has committed to offering a month’s supply of any of its insulin products for $35 to US patients, irrespective of insurance status. Emerging players like Zealand Pharma and telehealth provider Wisp are also entering DTC models for weight-care and telemedicine delivery of major therapies.
In short, the US pharmaceutical industry in 2025 is shifting: many large firms are launching discounted, direct-to-consumer offerings while the government tightens pricing and tariff leverage, creating a new dynamic in drug manufacturing, distribution, and access.
The shift toward direct-to-consumer sales and substantial drug discounts in 2025 signals a significant transformation in the US pharmaceutical industry. By bypassing traditional intermediaries such as pharmacies, insurers, and pharmacy benefit managers, companies aim to offer patients more affordable access while maintaining control over pricing and distribution. This trend reflects both market-driven incentives and government pressure, as the Trump administration has leveraged tariff relief and policy measures to encourage lower costs.
For patients, the changes promise greater transparency, reduced out-of-pocket expenses, and more convenient access to essential medications, particularly for chronic conditions and weight-management therapies. For the industry, however, the shift introduces operational and regulatory challenges, including ensuring compliance, managing logistics, and balancing profitability with public expectations.
Overall, 2025 marks a turning point where direct-to-consumer models may become a core feature of US pharmaceutical strategy, reshaping how drugs are priced, marketed, and delivered while redefining the relationship between companies, government, and patients.
READ: NBFCs diversify as US, Canada student loan disbursements take a hit (
This transformation also underscores a broader strategic recalibration within the pharmaceutical sector. Companies increasingly recognize that direct-to-consumer approaches can enhance brand loyalty, improve patient adherence, and provide valuable data on usage patterns, all while navigating regulatory and pricing pressures. At the same time, the shift raises questions about equity and access, as patients with limited digital literacy or without internet access may be left behind. Policymakers and regulators will need to monitor these models closely to ensure that lower prices do not come at the expense of patient safety or oversight.
Ultimately, the 2025 move toward direct-to-consumer sales represents both an opportunity and a challenge: it promises more affordable, transparent healthcare delivery but requires careful balancing of commercial incentives, government objectives, and patient needs to achieve sustainable, equitable outcomes.