WASHINGTON, DC: U.S. President Donald Trump is joined by (L-R) U.S. Secretary of Commerce Howard Lutnick, U.S. Vice President JD Vance, Director of Medicare and Deputy Administrator of CMS Chris Klomp, Pfizer CEO Albert Bourla, Administrator for CMS Mehmet Oz and FDA Commissioner Marty Makary as he announces a deal with Pfizer to lower drug prices in the Oval Office of the White House on September 30, 2025 (Photo by Win McNamee/Getty Images) Getty Images

President Trump’s recent agreements with Pfizer and AstraZeneca have drawn attention for lowering drug costs and incentivizing domestic manufacturing. Equally important, they make direct-to-consumer purchasing a national priority, an evolution that could reset industry incentives.

Direct-to-consumer pricing isn’t new, but its integrati

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