The drugmaker started running TV ads for Trulicity, a diabetes drug. The advertisement doesn’t explicitly give price information, but directs viewers to a new website and toll-free number for information on the list price, average out-of-pocket costs and patient assistance programs.
The company said it plans to add pricing information to the website for all of its TV-advertised drugs by the end of February.
Eli Lilly said it is the first drugmaker to adopt these revised marketing principles adopted last October by the industry trade group Pharmaceutical Research and Manufacturers of America. One principle is that every TV ad from a PhRMA member that mentions a prescription drug by name must direct consumers to a company-sponsored website where they can find the price of the drug.
The Trump administration wants drugmakers to include pricing information directly in TV advertisements if a drug costs more than $35 a month, but PhRMA contends that requiring list price disclosure in ads is misleading and doesn’t provide enough information to consumers about their options.
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