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DTC Advertising: The 'Kick Me' Sign On Big Pharma’s Backs

 
• By Michael McCaughan

Treating mandatory wholesale acquisition cost disclosure in TV ads as a major drug pricing reform is close to ludicrous. But the broad approval of the action is an important sign of the continued public image cost of the ads to the drug companies.  

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It has been 20 years since broadcast advertising was first permitted by the US FDA, and apparently the idea remains as unpopular as ever.

That is probably the most important message to take away from HHS’ proposed rule to require companies to include price information in TV ads for their brands

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