In the face of a Sept. 29 deadline set by the Trump administration for drugmakers to slash the prices of their products, the major pharmaceutical industry lobbying group Monday announced it will launch a new website to connect consumers with the ability to purchase medications directly — at a lower cost — through its members’ own direct sales websites.
Pharmaceutical Research and Manufacturers of America (PhRMA) said that many of its members are already “offering new direct purchase programs that are more convenient and can save patients time and money – no hidden markups or fees and transparent pricing for patients and businesses.”
AmericasMedicines.com, the website, will go online in January 2026.
“This new website will allow manufacturers to list a wide range of medicines and connect patients directly to available options prescribed by their doctor,” PhRMA said in a news release. “Pharmaceutical manufacturers must make their own decisions to offer direct purchase programs, determine how they will work and if they want to participate in AmericasMedicines.com.”
PhRMA claimed that the new site would mitigate the influence of pharmacy benefit managers – known as “drug middlemen” — to profit off consumers. PBMs “receive massive rebates on medicines while charging patients the full price and putting up barriers to access,” according to the organization.
In August, Pfizer (NYSE:PFE) CEO Albert Bourla, who also serves as chair of PhRMA’s board, indicated that direct-to-consumer drug marketing was on the table to address President Trump’s “Most Favored Nation” policy to cut the prices of drugs in the U.S.
Pharmas including Eli Lilly (NYSE:LLY) and Novo Nordisk (NVO) have launched their own direct-to-consumer platforms, LillyDirect and Novocare Pharmacy, respectively.
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