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.

Complete your profile to continue reading and get FREE access to BenefitsPRO, part of your ALM digital membership.

  • Critical BenefitsPRO information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
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.