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In a dramatic policy push blending health care and demographics, President Donald Trump on Thursday unveiled a sweeping initiative to make in vitro fertilization (IVF) treatments more affordable—and reignite America’s declining birthrate.

“We want more babies,” Trump declared, announcing a twin effort to encourage employers to offer fertility benefits and to slash drug prices through a new agreement with pharmaceutical manufacturer EMD Serono, a division of Merck KGaA.

“I’ve been in favor of IVF from the very beginning,” Trump said, framing the initiative as both pro-family and pro-growth.

A New Fertility Benefits Framework

The Departments of Labor, Health and Human Services, and Treasury said employers will now be able to offer standalone infertility benefit packages, including IVF coverage. However, officials stopped short of mandating such benefits or allocating new federal funds.

The policy rollout marks a fresh bid to address the financial burden of fertility care, which can exceed $20,000 per cycle.

A Controversial but Bold Drug Discount

At the heart of Trump’s announcement lies a new pricing deal for Gonal-f, EMD Serono’s flagship fertility medication. The White House claimed the drug “will be made available to women purchasing directly from TrumpRx.gov at a discount equal to 796% of the deal price.”

While mathematically impossible—since such a discount would imply the company pays patients—the Centers for Medicare & Medicaid Services (CMS) clarified that the real discount averages 44%, saving women up to $2,200 per fertility cycle.

Fertility drugs account for less than one-fifth of total IVF costs, but Trump officials say lowering medication prices is a crucial step toward accessibility.

EMD Serono Expands U.S. Investment and Portfolio Access

In a separate statement, EMD Serono announced it would offer direct-to-consumer access to its full range of IVF therapies—Gonal-f, Ovidrel, and Cetrotide—at an 84% discount off list prices when used together.

The company also reached an agreement with the U.S. Commerce Department to exclude its drugs and ingredients from import tariffs, in exchange for expanded biopharma research and manufacturing investments on American soil.

“This partnership with President Trump and his administration will help more U.S. families realize their dream of having children,” said Danny Bar-Zohar, a Merck KGaA executive board member.

He added that Gonal-f remains the most prescribed follicle-stimulating hormone in the U.S., contributing to over six million births worldwide.