AstraZeneca announced it will launch a direct-to-consumer platform offering significant discounts on key medications, becoming the latest pharmaceutical company to respond to Trump administration pressure for lower U.S. drug prices. The Anglo-Swedish company will provide its diabetes drug Farxiga at up to 70% off list price and asthma medication Airsupra at approximately 50% discount starting October 1, 2025.
Direct Sales Initiative Details
The new AstraZeneca Direct website will allow uninsured or underinsured patients with prescriptions to purchase Farxiga for $182, matching the price Medicare and Medicaid patients will pay beginning January 1, 2026. This represents a 70% reduction from the current list price. Airsupra will be available for $249, about 50% below its list price.
The platform will also offer FluMist, the company's nasal spray flu vaccine, and will ship medications directly to patients' homes, effectively bypassing pharmacies, insurers, and pharmacy benefit managers.
Financial Impact and Market Context
Farxiga represents one of AstraZeneca's most significant revenue drivers, generating $7.7 billion in global sales in 2024, approximately 14% of the company's total revenue. In contrast, Airsupra contributed $66 million in sales last year. The company positions this initiative as addressing "a genuine care gap for patients who have a prescription but cannot access Farxiga and Airsupra."
Trump Administration Pressure Campaign
The direct-sales program directly responds to President Trump's July letter to pharmaceutical companies, which established a September 29 deadline for drugmakers to propose binding commitments to reduce U.S. prices to levels comparable with other wealthy countries. Trump argued that Americans often pay up to three times more for medicines compared to international markets, with the U.S. effectively subsidizing cheaper prices abroad.
An executive order issued in May also specifically called for increased direct-to-consumer sales as part of the administration's broader healthcare cost reduction strategy.
Industry-Wide Response
AstraZeneca joins several competitors implementing similar direct-sales models. Bristol Myers Squibb launched comparable services in July for its blood thinner Eliquis and announced additional direct-to-consumer offerings this week, including its plaque psoriasis drug at up to 80% discount. Pfizer has also rolled out direct sales for Eliquis.
The trend extends beyond traditional pharmaceutical companies, with Eli Lilly launching direct sales for its weight-loss drug Zepbound last year and Novo Nordisk following with a similar program for Wegovy.
Strategic Manufacturing Investment
Concurrent with the pricing initiative, AstraZeneca announced a $50 billion U.S. investment plan through 2030, including a new drug-substance manufacturing facility in Virginia. This represents the company's largest single manufacturing facility investment globally and aligns with the administration's push for increased domestic pharmaceutical production amid rising tariff pressures.
Market Implications
The direct-sales model represents a significant departure from traditional pharmaceutical distribution channels. Insured patients typically face co-payments ranging from $25 to $75 for branded drugs or percentage-based costs tied to list prices, with some plans requiring full cost coverage until deductibles are met.
Trump announced additional pressure on the pharmaceutical industry Thursday, introducing 100% import duties on prescription drugs set to take effect next week, though major European pharmaceutical stocks showed minimal reaction Friday, suggesting market confidence in existing trade agreements.
