About that DTC study on drug pricing…

  • A new study measured the results of including drug prices in DTC ads.
  • For the high-priced drug, the price disclosure significantly reduced the likelihood of participants asking their physician about the drug, asking their insurer about the drug, researching the drug online, and taking the drug.
  • However, results were significantly mitigated when a modifier was included about out-of-pocket costs.
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