HealthDay News — In a drug industry first, Johnson & Johnson will start giving the list prices of its prescription drugs in television ads.

The new policy will begin in late March with the popular blood thinner pill Xarelto, said Scott White, head of the company’s North American pharmaceutical marketing, the Associated Press reported.

The drug’s list price and typical out-of-pocket costs will appear on screen at the end of the commercial, along with a website where patients can enter insurance information to get more specific costs. Each month in the United States, about 1 million prescriptions are filled for Xarelto, which costs $450 to $540 per month without insurance, depending on the pharmacy.

The Trump administration has proposed requiring drug list prices in TV ads, but the drug industry opposes this proposal because it says few people pay the high list prices. However, some patients’ out-of-pocket costs are based on list prices, the AP reported.

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