Roche on Thursday launched direct-to-consumer U.S. sales of its influenza antiviral pill Xofluza at a discounted cash price of $50, following similar moves by rivals as they scramble to address pressure from the Trump administration to lower prescription drug prices paid by Americans.

The Xofluza cash price, offered by Roche's U.S. biotech unit Genentech at 70% below list price, will be available to insured and uninsured patients through same-day delivery from Alto Pharmacy, Amazon Pharmacy, and Mark Cuban Cost Plus Drug Company. Major U.S. pharmacy chains like CVS will not be involved, Roche confirmed. The administration of U.S. President Donald Trump has said it plans to launch, likely early next year, a website called TrumpRx that aims to help consumers buy some medicines directly from

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