Roche to sell flu pill for $50 to cash-paying US patients

Core Insights - Roche has initiated direct-to-consumer sales of its influenza antiviral pill Xofluza in the U.S. at a discounted cash price of $50, aligning with similar strategies adopted by competitors to meet market demands [1] Company Actions - The launch of Xofluza is part of Roche's strategy to enhance accessibility to its antiviral treatments amid increasing competition in the market [1] Market Context - The move reflects a broader trend in the pharmaceutical industry where companies are adjusting pricing and sales strategies to address consumer needs and competitive pressures [1]