The White House launched TrumpRx, a direct‑to‑consumer drug purchasing platform that lists cash prices and discounts for a limited slate of medicines, but early reports show minimal impact on insured patients’ costs. The site — built on GoodRx technology and backed by announced pharma deals — highlights discounted cash prices for select branded drugs yet leaves most insured patients unchanged because rebates and coverage rules remain intact. Federal and industry sources pointed to constrained reach: discounts apply primarily to uninsured or cash‑paying consumers, and payor dynamics mean broader price effects are unlikely without legislative or reimbursement reforms. White House officials say TrumpRx is a step toward lowering prices, while critics note that program architecture could enable price-shifting strategies by manufacturers absent systemic payer changes.