The White House announced plans to launch TrumpRx, a direct-to-consumer pricing portal built on GoodRx technology to display cash prices for selected medicines and steer patients to purchase options. Administration officials framed the site as part of a broader effort to lower prescription costs, while experts cautioned the hub may have limited impact on systemic affordability without broader payer or regulatory changes. The launch immediately drew industry attention because such platforms influence patient behavior, retail pharmacy flows, and pricing transparency. Observers said drugmakers and PBMs will monitor whether the portal meaningfully alters cash-pay dynamics or serves mainly as a political signal on drug pricing policy. Clarification: cash prices are the list prices paid without insurance; they can differ substantially from negotiated insurer reimbursements and manufacturer net pricing.