One notion proposed by the Trump administration to blunt the rising cost of medicines is to require drug makers to disclose list — or wholesale — prices in their TV advertising. The hope is that companies will be persuaded to compete on price if “relevant information” is provided. But the idea has been met with criticism, mostly because few consumers pay this amount unless, for instance, they lack insurance. Nonetheless, the proposal was sent last week to the White House Office of Management and Budget for review. Meanwhile, Johnson & Johnson (JNJ) is taking this idea one step further with updated ads for its Xarelto blood thinner that show not just the list price, but potential out-of-pocket costs. We spoke with Scott White, the J&J group chairman for the North American pharmaceuticals business, about the move. This is an edited version of our conversation.

Pharmalot: Why do you think this approach will work?

Unlock this article by subscribing to STAT Plus and enjoy your first 30 days free!


What is it?

STAT Plus is a premium subscription that delivers daily market-moving biopharma coverage and in-depth science reporting from a team with decades of industry experience.

What's included?

  • Authoritative biopharma coverage and analysis, interviews with industry pioneers, policy analysis, and first looks at cutting edge laboratories and early stage research
  • Subscriber-only networking events and panel discussions across the country
  • Monthly subscriber-only live chats with our reporters and experts in the field
  • Discounted tickets to industry events and early-bird access to industry reports

Leave a Comment

Please enter your name.
Please enter a comment.

  • He was as good at dodging hard questions (e.g., “Would you be open to changing the price based on feedback?”) as Kellyanne Conway.

    • At the risk of stating the obvious… that’s because the answer is clearly ‘no’, which isn’t something he was ever going to say. the reason companies do stuff like this is to calm the fury. they will not be lowering prices ever unless they are forced to. (Again, at the risk of stating the obvious.)

Sign up for our Daily Recap newsletter

A roundup of STAT’s top stories of the day in science and medicine

Privacy Policy