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

Not surprisingly, cost matters when it comes to drugs being advertised to consumers, a new study finds. The report, published in the Journal of the American Medical Association‘s (JAMA) Internal Medicine, examined how consumers would react to direct-to-consumer (DTC) television ads by drug manufacturers, if prices for the drugs were included.

“In the ‘American Patients First’ blueprint released in May 2018, the Trump administration proposed including the drug price in any direct-to-consumer pharmaceutical advertising as an approach to lower prescription drug prices,” the report’s authors wrote. “In October 2018, the Centers for Medicare and Medicaid Services proposed requiring that television [DTC pharmaceutical advertising] disclose drug prices. We conducted a behavioral experiment to understand how consumers are likely to respond to price disclosure.”

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