Blister pack with dollars instead of pills Johnson & Johnson will voluntarily disclosethis price in its direct-to-consumer commercials, starting with adsfor blood thinner Xarelto by late March. (Photo:Shutterstock)

Johnson & Johnson appears to have listened to PresidentDonald Trump's State of the Union Address.

Trump, in a portion of his speech devoted to health care, calledon pharmaceutical companies to reveal “real prices” – presumably areference to an administration proposal that would requiredrugmakers to show the full sticker price, or list price, ofmedicines in TV ads. J&J is jumping the gun, with plans tovoluntarily disclose this price in its direct-to-consumercommercials, according to a blog post released Thursday. Thecompany will start with ads for blood thinner Xarelto by lateMarch, and then move on to other medicines. It's the firstdrugmaker to announce such a step.

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