A sign stands in front of a Genentech office on June 12, 2025 in south San Francisco, California.
Justin Sullivan | fake images
RocheGenentech said Thursday it will sell its flu pill, Xofluza, directly to certain patients at a discount in a bid to expand access, becoming the latest company to foray into the direct-to-consumer space.
This follows similar moves by other drugmakers to simplify how Americans get their medications, and comes as companies face pressure from the Trump administration to lower drug prices in the United States.
Genentech's new program also launches ahead of flu season, which typically peaks in the winter months. The 2024 to 2025 flu season was the most severe in more than a decade, according to data from the Centers for Disease Control and Prevention.
Genentech's new program aims to reach uninsured patients, those with limited coverage or people whose plans do not cover the pill, according to a statement.
The company will provide access to Xofluza through three pharmacies with a $50 cash payment option, which is 70% lower than the pill's current list price before insurance. That includes Mark Cuban's direct-to-consumer pharmacy, Cost Plus Drug Company, Amazon Fuze Health Alto Pharmacy and Pharmacy.
Genentech said same-day home delivery is available in certain markets through the latter two pharmacies. Home mail delivery is also available nationwide through all three pharmacies for people who want to use Xofluza as a preventative treatment.
The pill is a single-dose antiviral treatment for people ages 5 and older, usually taken within 48 hours of flu symptoms appearing. Xofluza costs more than $150 for one treatment, according to some drug pricing websites. In addition to the new effort, Genentech is also offering a coupon that allows eligible patients to pay as little as $35 for their Xofluza prescription, with up to $70 off at most pharmacies.
In July, Trump sent letters to 17 drugmakers urging them to take specific steps to reduce costs for patients, including launching direct-to-consumer sales models for their drugs. The companies had to respond before September 29. Since then, Pfizer and AstraZeneca They have signed agreements with Trump to reduce drug prices.
It was part of his effort to revive a controversial plan called the “most favored nation” policy, which aims to tie the prices of some drugs in the United States to significantly lower ones abroad.
