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White House Unveils TrumpRx, Says Pfizer Will Cut Some Drug Prices as 100% Tariffs Loom

The move caps a pressure campaign pairing a Most Favored Nation pricing push with new trade penalties, with key enforcement details still unsettled.

Overview

  • Pfizer confirmed an agreement to reduce prices on select medicines, including lower prices for some drugs supplied to Medicaid, according to White House officials and the company.
  • A 100% tariff on imported branded or patented pharmaceuticals takes effect Oct. 1 for manufacturers not building U.S. plants, with European Union products subject to a 15% levy and generics excluded.
  • The administration is launching a TrumpRx direct-to-consumer website for discounted purchases, though which drugs will be offered and who can use the site have not been detailed.
  • HHS and CMS introduced a GLOBE pricing model as the Sept. 29 deadline passed for drugmakers to commit to Most Favored Nation terms, while several companies and PhRMA expanded direct-purchase programs.
  • Experts warn of legal and operational hurdles, noting tariff codes do not separate brands from generics and raising concerns about supply disruptions as trade and pricing rules are enforced.