"The national conversation around prescription drug pricing is back in full force. From the recent Most Favored Nation (MFN) executive order to President Trump's letter urging pharmaceutical companies to offer direct-to-consumer (DTC) pricing for brand medications, it's clear we're at a pivotal moment for American healthcare. It's a moment that demands more than just rhetoric; it demands innovation, pragmatism, and above all, deep collaboration across the industry."
"A well-structured DTC pricing model offers a way forward. By allowing patients to pay a simple, predictable cash price without having to navigate insurance hurdles, it can expand access to critical treatments. This isn't just beneficial for consumers. It also reduces the administrative burden on healthcare professionals who spend countless hours helping their patients overcome these insurance barriers. To be clear, this isn't a radical new idea."
"At GoodRx, we've been offering cash discount prices for nearly 15 years and have an unmatched presence at more than 70,000 pharmacies nationwide. In this time, we've processed billions of prescriptions and seen firsthand that when patients are offered an affordable, transparent price (particularly for expensive brand medications) they often choose to pay a cash discount price over using their insurance. Doing this at scale offers real potential."
National attention on prescription drug pricing has intensified following the MFN executive order and President Trump's push for direct-to-consumer (DTC) pricing for brand medications. Opaque pricing, confusing copays, and high deductibles leave patients blindsided and contribute to nearly a billion prescriptions abandoned annually. A well-structured DTC cash price provides predictability for patients, expands access to critical treatments, and lowers administrative burden on clinicians. GoodRx's long-standing cash-discount experience shows many patients choose affordable, transparent cash prices over insurance for costly brand drugs. Effective DTC implementation requires coordinated infrastructure and collaboration among manufacturers, pharmacies, and PBMs rather than isolated price announcements.
#prescription-drug-pricing #direct-to-consumer-dtc-pricing #pharmacy-access #pbm-manufacturer-collaboration
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