Summary:
Roche, one of the world’s biggest drugmakers, is thinking about selling its medicines directly to patients in the United States. The company’s CEO, Thomas Schinecker, said this plan could help reduce the high cost of prescription drugs in the country. Roche is already talking with the U.S. government about how to move forward.
Why Is Roche Doing This?
In the U.S., medicine prices are often high because of the many people involved in getting drugs to patients. One of the biggest problems is the role of pharmacy benefit managers (PBMs). These companies act as middlemen. They handle pricing, insurance coverage, and payment between drugmakers, insurance companies, and pharmacies.
Roche says PBMs take up to 50% of the money spent on drugs, even though they don’t make or test the medicines. CEO Schinecker said this system is unfair.
He added, “It’s time to remove people in the middle who take money but don’t take any risk or add value.”
What Is the Direct-to-Consumer (DTC) Model?
In a direct-to-consumer or DTC model, the drug company sells medicines straight to the patient. This means there are no PBMs, wholesalers, or pharmacies involved in setting prices. The goal is to make medicines more affordable and easier to access.
Schinecker said Roche is looking at applying this model to many of its prescription drugs, including treatments for cancer, multiple sclerosis, and eye diseases. One example is Ocrevus, a medicine for multiple sclerosis. Roche had priced it lower than other options, but PBMs added extra fees that made it cost more for patients.
What Are Other Pharma Companies Doing?
Roche is not the only company trying this idea. Recently, Pfizer and Bristol Myers Squibb started selling their popular blood thinner, Eliquis, directly to patients. Eli Lilly and Novo Nordisk also launched DTC programs for their weight-loss and diabetes drugs. These programs offer the medicines at prices lower than what insurance companies or pharmacies charge.
Some of these companies shared their methods with the U.S. government. They want to help make this system work for more patients.
What Could This Mean for Patients?
If Roche goes ahead with this plan, many patients could save money. This would help both people without insurance and those with high out-of-pocket costs. For example, if a patient pays $20 through insurance for a drug that normally costs $100, Roche would have to offer it for less than $20 to be competitive.
This model may work best for medicines that are easy to ship and use, like pills for diabetes or asthma. It may be harder for drugs that need special storage or injections.
What About Tariffs and U.S. Investments?
Roche is also preparing for possible import taxes on medicines. The company has increased its inventory in the U.S. to avoid supply problems if tariffs are introduced. At the same time, Roche is investing $50 billion in the U.S. over the next five years. This money will help build new factories and labs for making and testing medicines.
How Is Roche Doing Financially?
In the first half of 2025, Roche reported strong sales. Its prescription drug sales grew by 6%, reaching nearly $30.2 billion. Medicines like Phesgo, Hemlibra, Ocrevus, Xolair, and Vabysmo were the top performers. Total company sales rose by 4%, and net profit increased by 17%.
Despite some challenges, such as losing patent rights on older drugs, Roche expects its sales and earnings to grow through the rest of the year.
Final Thoughts
Roche’s plan to sell medicines directly to patients is a bold step. If successful, it could change how Americans buy prescription drugs. The goal is clear: reduce prices, improve access, and put patients first.
This move could also push other drugmakers to follow the same path. In a market where patients often struggle with high costs, Roche’s plan may offer a fresh solution.
