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Will Including Prescription Drug Prices in Ads Drive Down Prices?

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List prices can be confusing for patients, who in many cases don’t pay the full amount because of coupons or insurance.

Starting this summer, when Americans see ads for prescription medications on TV, they’ll likely also see the medicine‘s sticker price, in a sentence displayed at the end of the ad. It’ll look something like this:

The list price for a typical course of treatment with Drugoxone is $8,000. If you have health insurance, your cost may be different.

The disclosure is part of a new rule, published last week and set to take effect on July 9th. Officials hope that the rule will help bring down drug prices. “Equipped with information on prescription drug prices, patients will be better able to make informed decisions and demand value from pharmaceutical companies,” Seema Verma, the head of the Centers for Medicare and Medicaid Services, said in a statement.

But how will people really react to seeing list prices in drug ads? Will they seek lower-priced options and apply pressure to companies that are charging more?

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