Genentech launches direct to consumer program for flu pill Xofluza

Roche‘s Genentech on Thursday said it can sell its flu pill, Xofluza, on to certain patients at a reduction in a bid to expand access, becoming the most recent 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 firms face pressure from the Trump administration to lower U.S. drug prices. 

Genentech’s latest program also launches ahead of the flu season, which usually peaks within the winter months. The 2024 to 2025 flu season was essentially the most severe in greater than a decade, in keeping with Centers for Disease Control and Prevention data. 

Genentech’s latest program goals to achieve uninsured patients, those with limited coverage or people whose plans don’t cover the pill, in keeping with a release. 

The corporate will provide access to Xofluza through three pharmacies with a $50 money pay option, which is 70% lower than the pill’s current list price before insurance. That features Mark Cuban’s direct-to-consumer pharmacy Cost Plus Drug Company, Amazon Pharmacy and Fuze Health’s Alto Pharmacy. 

Genentech said same-day home delivery is obtainable in certain markets through the latter two pharmacies. Home mail delivery can also be available nationwide through all three pharmacies for individuals who need to use Xofluza as a prevention treatment. 

The pill is a single-dose antiviral treatment for people ages 5 and above, typically taken inside 48 hours of the onset of flu symptoms. Xofluza costs over $150 for one treatment, in keeping with some drug price web sites. On top of the brand new effort, Genentech also offers a coupon that permits eligible patients to pay as little as $35 for his or her Xofluza prescription, with as much as $70 off at most pharmacies.

Trump in July sent letters to 17 drugmakers urging them to take specific steps to curb costs for patients, including by launching direct-to-consumer sales models for his or her medicines. Corporations had to reply by Sept. 29. Since then, Pfizer and AstraZeneca have inked deals with Trump to lower drug prices. 

It was a part of his effort to revive a controversial plan called the “most favored nation” policy, which goals to tie the costs of some drugs within the U.S. to the significantly lower ones abroad.