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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Garrett JB, Tayler WB, Bai G, Socal MP, Trujillo AJ, Anderson GF. Consumer Responses to Price Disclosure in Direct-to-Consumer Pharmaceutical Advertising. JAMA Intern Med. Published online January 22, 2019179(3):435–437. doi:10.1001/jamainternmed.2018.5976
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