Cost Plus Drugs Company is selling prescription medications at dramatically low prices 

What would happen if drug pricing made sense to consumers?

Mark Cuban Cost Plus Drug Company, which launched its online pharmacy about a year ago, is trying to answer that question. Its approach is easy to understand—even if it’s difficult to implement.

First, CPD negotiates directly with manufacturers to get the best possible price. It adds a 15% markup based on the per-pill price that CPD pays to buy the medicines. Then, CPD adds a flat $3 pharmacy labor fee and $5 standard shipping to get to the total retail price.

Cuban believes strongly in CPD’s mission and business model. Among his many ventures, this is the first company to...

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