Pharma Eyes Direct-to-Consumer Drug Sales as Pfizer Confirms MFN Talks with Trump
During Pfizer’s Q2 earnings call, CEO Albert Bourla said the company is in active discussions with President Trump on “most favored nation” (MFN) drug pricing and that large manufacturers are collaborating on ways to sell medicines directly to consumers—a model the industry believes could meaningfully cut patient costs by trimming intermediaries. Fierce Pharma+2BioPharma Dive+2
What Bourla Actually Said
On the call, Bourla described the White House’s request to build out direct-to-consumer (DTC) channels and indicated Pfizer is prepared to work with peers to deliver it. He pointed to the company’s existing experience with manufacturer-run programs and storefronts as proof of feasibility. Q4 Communications
He also confirmed ongoing talks with the administration on MFN pricing, the policy concept that pegs U.S. prices to those in peer countries—a long-standing priority for Trump. Fierce Pharma+1
Why This Matters
DTC could rewire the supply chain. If manufacturers sell directly—alongside, not necessarily instead of, pharmacies and PBMs—cash prices could fall and access programs could get simpler. Expect pushback from intermediaries and complex integration with insurance benefits. BioPharma Dive
MFN talks signal price pressure won’t fade. Even exploratory discussions keep pressure on list prices and net pricing strategies, especially for high-spend categories (diabetes, oncology, immunology). Fierce Pharma
Read-Through for Biopharma Teams
Channel strategy: Start scenario-planning for hybrid distribution where manufacturer sites or consortium platforms play a bigger role. Map implications for copay cards, patient support, and 340B interactions. BioPharma Dive
Pricing governance: Revisit global price corridors and reference pricing risks if MFN momentum builds. Tighten guardrails around launch sequencing, international list prices, and tender behavior. Fierce Pharma
Data & compliance: DTC means first-party patient data. Build privacy, advertising, and pharmacovigilance controls early. (FDA and FTC attention on DTC claims will only grow.)
Partnerships: Watch for manufacturer alliances (e.g., co-branded direct programs around shared brands) that create scale quickly. Bourla cited collaborative intent across industry. Insights
The Political Backdrop
Trump has repeatedly pushed MFN-style pricing and urged companies to “cut out the middlemen.” Bourla’s comments indicate the tone of talks in early August; subsequent months saw the administration move toward formalized deals and a government-run portal concept (“TrumpRx”), underscoring that August’s remarks were an early marker in a fast-moving policy arc. (Context for readers catching up.) White House+1
Bottom Line
Pfizer’s public stance on direct sales collaboration and active MFN discussions marks a pivotal moment in U.S. drug-pricing politics. Even if the end state looks different from early headlines, manufacturers should prepare now: strengthen DTC capabilities, pressure-test gross-to-net models under MFN, and ready communications for patients, providers, and payers. Fierce Pharma+1
