Be Prepared for Questions About Drug Prices in TV Ads

You'll see drug prices popping up on TV ads...due to a new government rule aimed to increase Rx cost transparency.

Ads will need to disclose the wholesale acquisition cost (WAC), the manufacturer's list price to wholesalers...for most Rxs when it's at least $35 for 30 days or a typical course.

The price must appear in a "legible textual statement" at the end of TV ads...not radio or print ads. But expect creative variability in font size and duration...and pushback from manufacturers.

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