Trump Announces Pfizer Price Deal Amid Sweeping Military Reforms

Quantico, Virginia — September 30, 2025

In a rare gathering of the United States’ top military brass, former President Donald Trump and Defense Secretary Pete Hegseth made major announcements that spanned two of the most politically charged domains in American public life: drug pricing and military culture.

Drug-Pricing Deal with Pfizer

Trump revealed a landmark agreement with pharmaceutical giant Pfizer that aims to lower prescription drug costs in the U.S. under Medicaid. Under the arrangement, Pfizer will offer reduced prices on a set of its products sold through Medicaid, aligning U.S. drug prices with what “most favored nations” pay abroad.

As part of the initiative, the administration announced it will launch a new platform called TrumpRx, intended for direct-to-consumer drug sales at negotiated, lower rates. Pfizer also pledged a significant investment — some $70 billion — in research, development, and U.S.-based manufacturing.

This move follows earlier pressure from the White House: in July, Trump had sent letters to 17 major pharmaceutical companies demanding price cuts that mirror international reference pricing. Pfizer is the first to publicly submit to this demand.

Supporters see this as a bold step toward making medications more affordable for millions of Americans reliant on Medicaid. Critics caution that executive-level deals may face legal and logistical hurdles, and that broad changes in drug pricing will require deeper policy reforms.

Overhaul of Military Culture and Structure

In the same event, Trump and Hegseth addressed hundreds of generals, admirals, and senior military leaders at the Marine Corps Base in Quantico. The gathering, summoned on short notice, carried a clear message: a sweeping cultural reset is underway in the U.S. military.

Key Proposals by Defense Secretary Hegseth

• End to Diversity, Equity & Inclusion (DEI) programs: Hegseth announced the elimination of DEI offices and declared that the military would no longer prioritize identity-based policies.
• Revised physical fitness and appearance standards: He ordered stricter metrics, mandating gender-neutral, “highest male” standards for combat roles. He also cracked down on grooming: no beards, no long hair, and tighter appearance standards.
• Review of leadership definitions: Hegseth said the Pentagon will revisit definitions of “toxic leadership,” “bullying,” and “hazing” to empower commanders to enforce discipline more aggressively.
• Disciplinary and personnel reforms: He pledged to overhaul complaint systems — no more anonymous repeat complaints, legal limbo, or career sidetracking — and warned uncooperative leaders to resign.

In Hegseth’s words:

“We are done with that s*** … No more identity months, DEI offices … no more division, distraction or gender delusions.”

He framed these changes as reversing “decades of decay,” and restoring a fierce “warrior ethos” to a force he accused of being weakened by political correctness.

He also directly addressed the question of women in combat:

“If women can make it, excellent. If not, it is what it is… It is not about preventing women from serving, but when it comes to jobs requiring physical power, standards must be high and gender neutral.”

Trump’s Address and Strategy

Trump echoed and amplified Hegseth’s themes, calling for a merit-based military and sharply criticizing “woke culture.” He decried U.S. cities led by Democrats — naming Chicago and Portland — as “dangerous” and proposed using them as training grounds for troops and National Guard units.

He asserted that the U.S. faces a “war from within,” intimating internal disorder rather than solely external adversaries.

In addition, Trump promised sweeping reforms to military acquisitions and the acceleration of foreign arms sales, criticizing bureaucratic delays in arms exports.

Trump also floated expanding the size of the U.S. military and described upcoming announcements that would fully institutionalize the “Department of War.”

Response and Implications

The stunt-style summit was unusual — military leaders were summoned globally with little advance notice, drawing criticism for logistics, security risks, and politicization.

Inside the hall, the tone was solemn. Many generals and admirals remained silent, reflecting the military’s tradition of neutrality in public discourse.

Some analysts argue that while the reforms are bold rhetorically, they raise major questions:

• Feasibility and morale: Can sweeping cultural changes be implemented without disrupting cohesion in the ranks?
• Legal and practical constraints: Can executive action alone reshape drug pricing, military personnel policy, and acquisition systems without congressional backing or judicial review?
• Long-term consequences: Will stricter physical and appearance standards narrow the candidate pool or introduce unintended biases?

On the drug-pricing front, the Pfizer deal is seen as a test case. If successful, Trump’s administration would likely push similar demands on other pharmaceutical companies. However, critics warn that price cuts limited to Medicare/Medicaid may not percolate broadly across the health system.