Johnson & Johnson will voluntarily disclose this price in its direct-to-consumer commercials, starting with ads for blood thinner Xarelto by late March. (Photo: Shutterstock)
Johnson & Johnson appears to have listened to President Donald Trump's State of the Union Address.
Trump, in a portion of his speech devoted to health care, called on pharmaceutical companies to reveal “real prices” – presumably a reference to an administration proposal that would require drugmakers to show the full sticker price, or list price, of medicines in TV ads. J&J is jumping the gun, with plans to voluntarily disclose this price in its direct-to-consumer commercials, according to a blog post released Thursday. The company will start with ads for blood thinner Xarelto by late March, and then move on to other medicines. It's the first drugmaker to announce such a step.
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