The manufacturer — where the list price is set.
The journey begins with a pharmaceutical company that sets a list price, sometimes called the wholesale acquisition cost. This number is not what the patient pays, and it is not what the pharmacy pays. It is a reference point — a starting number in a negotiation that will continue for the rest of the chain.
For brand-name drugs, list prices are typically high and stay high. For generics, the picture is very different: once several manufacturers make the same molecule, competition drives list prices down by 80 to 90 percent, often within a year or two of patent expiry. That collapse in price is the single biggest reason generics are the standard first choice in most treatment guidelines.