WASHINGTON (AP) - In a significant move for families facing infertility, drug manufacturer EMD Serono has announced a reduction in the price of its fertility medication Gonal-f following a new agreement with the Trump administration. President Trump detailed this initiative on Thursday, introducing federal guidelines intended to motivate employers to provide enhanced fertility benefits.

The guidelines pave the way for companies to offer fertility coverage separately from standard health insurance plans, in a manner akin to how dental and vision coverage is offered. This initiative marks a crucial step in addressing the rising costs associated with in vitro fertilization (IVF), a process many couples rely on to conceive, which often incurs expenses that can reach thousands of dollars per cycle.

These announcements reflect Trump’s commitment to making IVF more accessible, following an executive order he signed earlier this year aimed at lowering IVF costs. However, the initiative falls short of his previous campaign promise to make IVF treatment entirely free. This partnership with EMD Serono is the third such deal the Trump administration has struck with pharmaceutical companies to reduce drug prices recently.

The IVF process typically requires multiple cycles, with associated drug costs adding considerable financial stress. For example, patients frequently using EMD Serono's Gonal-f may face hefty bills that can accumulate rapidly across several treatment cycles.

In addition to providing a discount on Gonal-f through the government-run TrumpRx website, where patients can purchase medications directly from manufacturers, the administration has pledged to accelerate the approval of EMD Serono's drug Pergoveris, which is available in Europe.

The timing of this announcement coincides with growing public demand for affordable healthcare options, particularly in light of recent restrictive laws surrounding reproductive rights. Trump's executive order earlier this year promised more financial support for IVF where insurance companies would be mandated to cover all associated costs.

Industry experts and advocates have welcomed the initiatives aimed at reducing costs. Roger Shedlin, CEO of WIN, a family-building benefits company, highlighted that any reduction in medication prices can have a significant positive impact on the overall expenses of fertility treatment cycles.

Corinn O’Brien, who recently celebrated the birth of her daughter after multiple IVF attempts, emphasized that when medication costs are lowered, it allows families to pursue their dreams of parenthood with less financial strain. She acknowledged, however, that comprehensive insurance coverage for complete IVF cycles would be an ultimate solution for many families striving to expand their households.

This initiative reflects a growing recognition of the importance of fertility health and the critical role it plays in family planning, as well as a timely response to mounting economic pressures on families. The administration's actions are seen as vital steps towards making reproductive health care more accessible to all.