Man and woman watching TV Studyparticipants who saw the lower-priced TV ads for a medication saidthey were likely to research the drug, ask about it, or take itwhen the price was $50 per month, but less so when it was moreexpensive. (Photo: Shutterstock)

Not surprisingly, cost matters when it comes to drugs beingadvertised to consumers, a new study finds. The report, publishedin the Journal of the American Medical Association's(JAMA) Internal Medicine, examined how consumers would react todirect-to-consumer (DTC) television ads by drug manufacturers, ifprices for the drugs were included.

“In the 'American Patients First' blueprint released inMay 2018, the Trump administration proposed including the drugprice in any direct-to-consumer pharmaceutical advertising as anapproach to lower prescription drug prices,” the report's authorswrote. “In October 2018, the Centers for Medicare and MedicaidServices proposed requiring that television [DTC pharmaceutical advertising] disclose drugprices. We conducted a behavioral experiment to understand howconsumers are likely to respond to price disclosure.”

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