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]

Core Insights - Roche's Genentech is launching a direct-to-consumer sales model for its flu pill, Xofluza, at a discounted price to enhance access for patients [1][2] - The initiative is in response to pressures from the Trump administration to lower drug prices in the U.S. [6] Group 1: Program Details - The new program targets uninsured patients and those with limited or no coverage for Xofluza [2] - Xofluza will be available through three pharmacies with a cash pay option of $50, which is 70% lower than the current list price of over $150 [3][5] - Same-day home delivery is offered in certain markets, with nationwide mail delivery available for those using Xofluza as a preventive treatment [4] Group 2: Market Context - The 2024 to 2025 flu season is projected to be the most severe in over a decade, according to CDC data [2] - The initiative aligns with a broader trend among drugmakers to simplify access to medications amid ongoing scrutiny over drug pricing [1][6]