You may not see prices in your drug ads, after all

As the Trump administration vows to force drug makers to put prices in TV ads, the industry has a different proposal: Google it.

Dozens of pharma companies have promised their future commercials will “direct patients to information about medicine cost to help them make more informed health care decisions,” PhRMA President Steven Ubl said yesterday. That means pointing people to a page on the company’s website that “will include the list price of the medicines, as well as an estimate or range of potential out-of-pocket costs and available patient assistance,” Ubl said.

But that’s not going to satisfy the Department of Health and Human Services, which hours later proposed a new rule that would require prices be disclosed. PhRMA thinks that's a violation of the First Amendment, and it's quiet likely this is all headed for court.

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