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Research Letter
January 22, 2019

Consumer Responses to Price Disclosure in Direct-to-Consumer Pharmaceutical Advertising

Author Affiliations
  • 1School of Accountancy, College of Business, Clemson University, Clemson, South Carolina
  • 2School of Accountancy, Marriott School of Business, Brigham Young University, Provo, Utah
  • 3Johns Hopkins Carey Business School, Baltimore, Maryland
  • 4Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland
JAMA Intern Med. 2019;179(3):435-437. doi:10.1001/jamainternmed.2018.5976

In the “American Patients First”1 blueprint released in May 2018, the Trump administration proposed including the drug price in any direct-to-consumer pharmaceutical advertising (DTCPA) as an approach to lower prescription drug prices. In October 2018, the Centers for Medicare & Medicaid Services proposed requiring that television DTCPA disclose drug prices.2 We conducted a behavioral experiment to understand how consumers are likely to respond to the price disclosure.

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