Visualize Your Goal (Or Not)

PhRMA just announced it will launch a direct-to-consumer drug site in January. Novartis will be the first up, offering Cosentyx at a 55 percent markdown off its own list price. On paper it looks like progress. A cleaner storefront, fewer middlemen, maybe lower out-of-pocket bills.

But the real story isn’t about Pharma playing hero. It’s about how the in…