How DeSantis Is Trying to Lure Older Voters Away From Trump

As a 44-year-old member of Generation X, Gov. Ron DeSantis of Florida might be an unlikely candidate to wrest his party’s older voters away from Donald J. Trump, a 76-year-old baby boomer.

But he is trying anyway.

As Mr. DeSantis closes in on the official rollout of a 2024 campaign for president, he is seeking to make early inroads with this large, politically influential group of voters, and doing so by appealing to their pocketbook concerns.

He has focused especially on his efforts to lower prescription drug costs in Florida, including pushing the federal government for permission to import cheaper drugs from Canada. This month, he signed a bill that he says will bring down costs by regulating drug industry middlemen.

“We think that health care is too expensive,” Mr. DeSantis said as he signed the bill in Palm Beach County. “Prescription drugs are too expensive.”

Under Florida’s new law, a state advocate will field consumer and pharmacy complaints against the drug middlemen. And state regulators will have broad enforcement authority, including the ability to dole out hefty fines and even revoke a pharmacy benefit manager’s right to operate in Florida.

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