Genentech launches direct to consumer program for flu pill Xofluza

Roche‘s Genentech on Thursday said it will sell its flu pill, Xofluza, directly to certain patients at a discount in a bid to expand access, becoming the latest company to wade into the direct-to-consumer space. 

It follows similar moves by other drugmakers to simplify how Americans get their medicines, and comes as companies face pressure from the Trump administration to lower U.S. drug prices. 

Genentech’s new program also launches ahead of the flu season, which typically peaks in the winter months. The 2024 to 2025 flu season was the most severe in more than a decade, according to Centers for Disease Control and Prevention data. 

Genentech’s new program aims to reach uninsured patients, those with limited coverage or people whose plans don’t cover the pill, according to a release. 

The company will provide access to Xofluza through three pharmacies with a $50 cash pay option, which is 70% lower than the pill’s current list price before insurance. That includes Mark Cuban’s direct-to-consumer pharmacy Cost Plus Drug Company, Amazon Pharmacy and Fuze Health’s Alto Pharmacy. 

Genentech said same-day home delivery is available in certain markets through the latter two pharmacies. Home mail delivery is also available nationwide through all three pharmacies for people who want to use Xofluza as a prevention treatment. 

The pill is a single-dose antiviral treatment for people ages 5 and above, typically taken within 48 hours of the onset of flu symptoms. Xofluza costs over $150 for one treatment, according to some drug price websites. On top of the new effort, Genentech also offers a coupon that allows eligible patients to pay as little as $35 for their Xofluza prescription, with up to $70 off at most pharmacies.

Trump in July sent letters to 17 drugmakers urging them to take specific steps to curb costs for patients, including by launching direct-to-consumer sales models for their medicines. Companies had to respond by Sept. 29. Since then, Pfizer and AstraZeneca have inked deals with Trump to lower drug prices. 

It was part of his effort to revive a controversial plan called the “most favored nation” policy, which aims to tie the prices of some drugs in the U.S. to the significantly lower ones abroad.