The news: Pharmacies and prescription drug discounter GoodRx are in talks with the Trump administration about joining its planned direct-to-consumer (D2C) prescription drug portal called TrumpRx, according to Reuters.

GoodRx along with the National Community Pharmacists Association and the National Association of Chain Drug Stores, which represent retailers including Walgreens and Costco, confirmed to Reuters they’re in talks with the administration.

How we got here: The administration announced last month that the TrumpRx D2C website will launch in January with pharma partners.

• Pfizer CEO Albert Bourla attended the TrumpRx and Pfizer deal announcement at the White House, detailing its pledge to offer drugs at a 40% or more discount on the portal website. Pfizer also will invest an additional $70 billion in US manufacturing and R&D, sell new drugs to Medicare at “most favored nation” prices, and in return, receive a 3-year reprieve on tariffs.
• Amgen launched its own D2C effort AmgenNow last week, and noted it will make the platform accessible through the TrumpRx website.
• Other drugmakers recently debuting D2C efforts after pressure from President Trump via executive order and personal letters include AstraZeneca, Novartis, Bristol Myers Squibb, and Boehringer Ingelheim, but have not commented on TrumpRx availability.

Why it matters: D2C pharma sales are a direct response to how burdened US consumers are by expensive healthcare costs and especially by high-priced prescription drugs.

• About half of US adults say it’s difficult for them to pay healthcare costs, and one in five (21%) haven’t filled a prescription because of the price, per KFF data in July 2025
• 67% of Americans say medication costs are a burden, per GoodRx Research in June.
• 30% cut back on spending for food or clothing to pay for drugs, per GoodRx.
• Almost 30 million US consumers and 1 million healthcare professionals used GoodRx for prescription discounts in 2024.

Our take: Expanding the TrumpRx website beyond drugmakers could eventually create a more familiar online shopping experience for consumers—but it’s still early days. Few pharma brands have signed on, and those that have launched D2C sites that may connect to TrumpRx offer limited brands and often with cash-pay options only.

Pharmacy retailers and GoodRx participation could determine whether TrumpRx stays a niche effort or evolves into a consumer prescription drug marketplace. Pharma marketers joining the platform should build on existing pharmacy and GoodRx partnerships, and focus on creating consumer-friendly e-commerce and telehealth experiences.

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