Later this quarter, Johnson & Johnson will become the first pharmaceutical company to include information about the cost of its medicines in direct-to-consumer television advertising, starting with the company’s most frequently prescribed medicine Xarelto, an oral anti-coagulant.
The commercials will include both the list price and potential patient out-of-pocket costs.
On the company web site, Scott White, company group chairman, North America Pharmaceuticals, said Johnson & Johnson spoke with consumers and patients to understand what pricing information would be most relevant to them.
“Their input not only shaped how we responded to the [Trump] administration’s DTC TV advertising proposal, it also suggested a common-sense path forward that we believe will give patients clearer, and more valuable, information about the cost of the medicines we advertise on TV,” said White.
He added: “As we begin to introduce cost information into our DTC TV ads, we will be thoughtful and patient-focused in our approach, communicating both list price and out-of-pocket cost information in ways that enable patients and consumers to understand this information easily.”
White said that the company is starting with its most widely prescribed medicine so they can assess how the price and cost information is received by a broad range of people.
“We will take into account patient and consumer feedback in guiding roll-out to additional medicines we advertise on TV,” said White.