2/10/2026 – Trump’s Online Marketplace for Direct-to-Consumer Drugs is Now Live, and Could Impact 340B

Last week, HHS launched its website TrumpRx.gov which the Administration says is intended to “facilitate direct-to-consumer purchasing programs for pharmaceutical manufacturers that sell their products to American patients at the most-favored-nation price.”

President Trump began publicizing his direct-to-consumer (DTC) initiative through his Executive Order issued in May. In July, Trump sent letters to 17 manufacturers calling on them to participate in DTC distribution models for “high volume high rebate prescription drugs.”

TrumpRx currently includes 43 drugs by five of the major drug manufacturers: EMD Serano, Novo Nordisk, AstraZeneca, Pfizer, and Eli Lilly. Please see the Powers chart listing the TrumpRx drugs, their manufacturers, prices, whether discount is available to federal health plan enrollees and whether the drug must be purchased through specified pharmacies.

Branded as a means for patients to find “discounted drug prices from manufacturers that have agreed to Most Favored Nation prices,” TrumpRx provides access to a coupon that can be used at “your pharmacy” – except for AstraZeneca drugs that are available only through its DTC website.

For covered entities participating in the 340B program, the discount pricing could encourage patients to bypass their covered entity provider and the covered entity’s pharmacies. Notably, the listed prices are “out-of-pocket” prices and prices through an individual’s insurance may be lower, as stated on the TrumpRx website. While it is too early to tell, TrumpRx may be used primarily by uninsured patients or by insured patients for non-covered drugs.

This administration has made other recent efforts to pave the way for DTC sales. Last week, HHS Office of Inspector General (OIG) published a bulletin providing guidance to pharmaceutical manufacturers on how they can provide DTC sales to federal health care program enrollees in a way that is “low risk under the federal anti-kickback statute.” OIG issued an accompanying request for information to gather ideas on how it might create a “regulatory safe harbor on matters related to direct-to-consumer drug sales.”

Powers will continue to monitor developments on DTC drug sales that may impact 340B covered entities and patients they serve. Please contact Powers’ drug pricing team, or your lead Powers attorney, if you have any questions.