Johnson & Johnson’s new television ad for its blood thinner Xarelto hit the air March 29, becoming the first direct-to-consumer ad in the U.S. to feature the drug’s list price, MM&M reports.
The end of the advertisement includes the drug’s list price ($448/month), as well as out-of-pocket costs consumers could expect to see. J&J in the ad also directs consumers to the drug’s website for more in-depth information.
J&J in February announced plans to include list prices in its ads following the Trump administration’s proposal last year aimed at forcing drugmakers to include list prices in TV ads.
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