Trump Launches TrumpRx.gov — Government Website for Personal Brand

President Trump launched TrumpRx.gov, a federal website bearing his personal brand name — an unprecedented use of government resources for personal branding and, critics noted, midterm electioneering (Trump himself said the drug-pricing initiative "should win us the midterms"). The site does not sell drugs directly: it is a hub pointing cash-paying patients to manufacturer discount programs for 40-plus brand-name drugs from the first five companies to sign "Most-Favored-Nation" pricing deals (AstraZeneca, Eli Lilly, EMD Serono, Novo Nordisk, Pfizer) — deals extracted under explicit tariff threats, with manufacturers receiving tariff exemptions in exchange. Marketed with claims of savings "up to 1000%" versus other countries and a "$700,000,000+ Saved for Americans" counter, the substance was thinner than the branding: NPR found some TrumpRx prices higher than existing generic discounts (Protonix at $200 on TrumpRx versus about $30 via GoodRx), and analysts noted insured patients' co-pays are often cheaper than the cash prices. The site's own pharmacy FAQ acknowledges it follows the same payment mechanics as the IRA MFP program — the Biden-era Inflation Reduction Act drug-price machinery it now overlays. The White House-built site features golden-eagle TrumpRx branding ("Designed & Engineered in D.C."). Announced September 30, 2025 after the Pfizer deal; launched February 5, 2026; expanded May 18, 2026 to 600-plus generics by aggregating GoodRx, Cost Plus Drugs, and Amazon Pharmacy under the presidential banner.