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PhRMA’s Defensive Move On DTC Ads: Putting Drug List Prices ‘In Context’

 
• By Sue Sutter

Member companies’ direct-to-consumer TV ads will direct patients to information about drug costs – including list price, estimated out-of-pocket costs for the drug, and availability of financial assistance – under a voluntary program that takes effect in April 2019; initiative falls short of mandatory list price disclosures proposed by Trump Administration.

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The Pharmaceutical Research and Manufacturers of America’s (PhRMA) new plan for conveying information about drug costs to consumers may be viewed as a defensive moved aimed at heading off a regulatory requirement to include list prices in direct-to-consumer (DTC) advertising. However, given the potential constitutional concerns inherent with any regulatory requirement, PhRMA’s voluntary approach might just be the one that ultimately prevails.

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