The data: More than half (54%) of US adults have heard about TrumpRx, but only 20% know what the administration’s planned website for direct-to-consumer drugs is about, per a recent BuzzRx report.

• 27% of those aware of TrumpRx heard about it on social media, while 23% learned about it from news sources.
• More than three-quarters (76%) have also never heard of “most favored nation” pricing, but 81% think the government should negotiate drug prices based on what other countries pay (what the policy aims to accomplish).
• 69% said they would support TrumpRx even if they personally wouldn’t save money, and 47% are in favor even if it meant fewer brand-name options.

Why it matters: The TrumpRx platform has emerged as a key part of the administration’s negotiations to address Americans’ concerns over high drug prices. For context, TrumpRx will connect consumers to select drugmakers' D2C websites where they can access cash-pay discounts on some medicines.

• 37% of US adults are concerned about prescription drug costs, per a West Health and Gallup study published in November, up from 30% in 2021 when they first began tracking the healthcare data.
• 20% said they or a household member couldn’t afford to pay for prescription medications during the past three months.

What it means: Pharma companies see TrumpRx as a new way to reach consumers directly, but public awareness of the upcoming platform remains low.

Recommendations for pharma marketers:

• Educate first. Clearly explain TrumpRx, D2C drug ordering, and concepts like “most favored nation” in simple terms. Provide straightforward primers that outline what the platform does and why.
• Focus on value, not pricing. Avoid triggering frustration around drug costs and instead highlight convenience, predictability, and ease of access.
• Make the experience seamless. Work with TrumpRx to keep platform signup and logins simple, and ensure smooth handoffs to marketer websites.
• Build trust early. Highlight safety and privacy in messaging to counter any uncertainty or skepticism about the platform.

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