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Roche 's Genentech on Thursday said it will sell its flu pill, Xofluza, directly to certain patients at a discount in a bid to expand access, becoming the latest company to wade into the direct-to-consumer space.

It follows similar moves by other drugmakers to simplify how Americans get their medicines, and comes as companies face pressure from the Trump administration to lower U.S. drug prices.

Genentech's new program also launches ahead of the flu season, which typically peaks in the winter months. The 2024 to 2025 flu season was the most severe in more than a decade, according to Centers for Disease Control and Prevention data .

Genentech's new program aims to reach uninsured patients, those with

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