The White House launched TrumpRx, a direct-to-consumer drug pricing platform, and several major manufacturers immediately joined with discount programs. Officials positioned the platform as a way to display cash prices and steer uninsured or cash-paying patients to lower-cost options. The administration confirmed the platform’s launch timing and noted participation from companies including Pfizer, which announced a specific discount program tied to TrumpRx. Early reporting indicates the platform’s discounts will not affect most insured patients whose costs are determined by payor rules and formularies. Industry analysts say the platform could influence retail cash pricing and bargaining dynamics, but its limited reach for insured populations tempers expectations about near-term market disruption. Observers will track whether the initiative prompts broader pricing or distribution concessions from other manufacturers.