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Opinion
Lisa Jarvis

Can Mark Cuban Help You Pay Less for Prescription Drugs?

His new venture aims to lower the prices of generic medicines, but getting consumer buy-in could be tricky.

Can this guy lower drug prices?

Can this guy lower drug prices?

Photographer: Elsa/Getty Images

Billionaire investor Mark Cuban, the owner of the Dallas Mavericks, is pushing back on high U.S. drug prices. He’s put his name on a venture that aims to lower retail spending on generic medicines. And his novel approach just might work — if he can get consumers to cooperate.

The Mark Cuban Cost Plus Drug Company soft-launched a year ago with just one product, and has recently rolled out 99 more. Many of these are commonly prescribed generic medicines with prices just a few dollars lower than at the local pharmacy. But a handful are offered at savings of hundreds to thousands of dollars.