Roche on Thursday launched direct-to-consumer U.S. sales of its influenza antiviral pill Xofluza at a discounted cash price of $50, following similar moves by rivals as they scramble to address pressu... ...

Roche's Genentech on Thursday said 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 wade into the direct-to-consumer space. It follows similar moves by other drugmakers to simplify how Americans get their medicines, and comes as companies face pressure from the Trump administration to lower U.S. drug prices. Genentech's new program also launches ahead of the flu season, which typically peaks in the winter months. The 202 ...