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Johnson and Johnson will be first US pharma company to reveal a drug’s price in TV advertisement

BMJ 2019; 364 doi: https://doi.org/10.1136/bmj.l751 (Published 15 February 2019) Cite this as: BMJ 2019;364:l751
  1. Owen Dyer
  1. Montreal, Canada

Johnson and Johnson will give pricing information for its most prescribed drug, the anticoagulant rivaroxaban (Xarelto) in direct-to-consumer US television ads starting in March, the company has announced.

Ads will display both the list price and “potential patient out-of-pocket costs,” the company said. Other drugs will be phased in later.

The plan is similar to a Trump administration proposal to demand that drug makers declare their list prices in ads, and is being widely seen as an attempt to forestall compulsory government measures.

It puts Johnson and Johnson a step ahead of the industry’s trade association, PhRMA, which has argued that displaying list prices …

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