Steve Trokenheim on drug pricing transparency in DTC ads

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Beginning July 2019, pharmaceutical companies will be required by law to provide the list price of a drug in any DTC television commercial, given the list price is at least $35 for a month’s supply or typical course of treatment. Partner Steve Trokenheim details in PharmaLive how this new regulation improves pricing transparency and requires manufacturers to rethink their approach to setting drug prices.