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.”

Continue Reading for Free

Register and gain access to:

  • Breaking benefits news and analysis, on-site and via our newsletters and custom alerts
  • Educational webcasts, white papers, and ebooks from industry thought leaders
  • Critical converage of the property casualty insurance and financial advisory markets on our other ALM sites, PropertyCasualty360 and ThinkAdvisor
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.