Johnson & Johnson will put list prices in TV ads

Johnson & Johnson says it's going to start sharing the list price of its drugs in TV ads, which would make it the first drug company to do so. Scott White, who runs North American drug marketing for J&J, tells the AP that the company will start with the blood thinner Xarelto. Commercials for the commonly prescribed drug will include Xarelto's list price and the typical amount people pay out of pocket. It'll also point viewers to a site where they can plug in their insurance information and get detailed cost data. The decision comes after the Trump administration proposed requiring drug makers to put list prices in TV ads. For the most part, the industry has pushed back on that idea.