Last week President Trump asked pharmaceutical companies to reveal "real prices" in his State of the Union address. This stems from an administration proposal that would require drugmakers to show full prices of medicines in TV ads.
Johnson & Johnson has taken up the call and will start stating prices with ads for blood thinner Xarelto by March. Johnson & Johnson’s planned price disclosure will include an estimate of what typical patients actually pay for drugs, something that Trump’s proposed mandate doesn’t include. Big pharma generally opposes the idea, arguing that list prices are meaningless to most Americans because health plans often negotiate huge discounts with drugmakers and consumers usually pay only a portion of a lower price themselves.