Does price disclosure in pharmaceutical advertising result in price transparency? Evidence from a randomized experiment.

ABSTRACT:

Background

Policies that mandate list price disclosure in direct-to-consumer pharmaceutical advertising (DTCPA) cite price transparency among the benefits. The expectation is that price transparency will lead to changes in consumer behavior that will ultimately lower healthcare costs.

Objective

The objective of this study was to assess the impact of price transparency on perceived level of information and consumer behaviors, specifically intentions to seek treatment and intentions to comparison shop.

Methods

A nine-arm randomized experiment was conducted to expose respondents to television advertisements for prescription drugs that varied by price disclosure type (no price/control, list price only, or price plus, which disclosed the list price and typical out-of-pocke

SUBMITTER: Hollin IL 

PROVIDER: S-EPMC9526226 | biostudies-literature | 2022 Dec

REPOSITORIES: biostudies-literature