The White House announced the launch of TrumpRx, a direct-to-consumer drug-pricing hub intended to display cash prices and direct patients to purchase options. The site, confirmed by White House communications staff, is a central plank of the administration’s strategy to frame drug-pricing reforms around price transparency and consumer choice. TrumpRx uses technology from GoodRx and will show cash prices for select medicines; administration officials say it will help patients compare options without insurance. Analysts warn transparency tools can improve shopping for some drugs but may not address systemic affordability for high-cost or specialty therapies. Industry groups and payer coalitions will assess whether TrumpRx changes patient behavior at scale and whether manufacturers alter channel strategies in response. The platform launch coincides with other policy moves—PBM reforms and price negotiations—heightening regulatory scrutiny of drug distribution and pricing channels.