Pharmaceutical giants face potential U.S. tariffs up to 250%, prompting strategic adjustments across the industry. Pfizer's CEO confirms readiness to collaborate on direct-to-consumer drug sales amid these pressures, while companies like Novo Nordisk and BioNTech execute significant pipeline pruning in reaction to commercial and competitive challenges. These dynamics reflect the heightened economic and regulatory headwinds shaping the biotech and pharmaceutical markets in 2025.