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第一家!强生率先在电视广告上公布处方药定价信息

医药魔方 医药魔方 来源:医药魔方
2019-02-10
品牌药定价 强生
原文

品牌药定价在美国受到的关注度越来越高。迫于降低药价的压力,美国卫生与公众服务部(HHS)在2018年10月15日颁布了一项《法规提案》,凡是被Medicare或Medicaid覆盖支付的药品,如果定价超过35美元/月,制药商都要在电视广告中添加标准的定价信息(list price)。这也是HHS首次明文要求在美国经营的制药公司在其电视广告中添加药品价格信息。


但是特朗普总统的这项提议法案引来了的行业的反对,大家认为:尽管公布药品定价是信息透明的举措,但是只有极少数的人会按照定价自费支付最高的费用。美国药品研究与制造商协会(PhRMA)则建议电视广告中先添加一个网址,访问这个网址跳转后的网页中包含定价和患者可能需要自费支付的费用信息。礼来已经按照这种方式自2018年12月起开始推出其降糖药Trulicity的电视广告,并宣布计划在2019年2月底之前按照相同方式推广其所有的药品。


HHS关于DTC电视广告新规提案的征求意见截至日期是2018年12月31日,共收到了来自制药公司、医疗健康行业参与机构、医师和消费者的146条反馈意见。HHS将根据反馈意见决定该提案是否正式施行。2月7日,强生宣布将会在电视广告上公布其处方药的定价。强生是第一家响应HHS提案,决定在电视广告中直接给出药品定价信息的制药巨头。



强生北美地区制药业务市场营销负责人Scott White表示:我们将从抗凝药Xarelto(利伐沙班)率先开始在电视广告中公布价格信息。从2019年3月开始,Xarelto的商业广告片的末尾将会添加Xarelto的定价以及消费者需要自费的一般费用。同时也会有介绍该药品保险的网址信息,供消费者了解具体的费用。


强生在声明中指出:“从处方量最大的药物开始行动,可以更好评估药品定价和自费成本信息在广大人群中的接受程度,我们将会根据患者和消费者的反馈决定后续的药品电视广告的投放方案”。


美国每月要开出大约100万张Xarelto处方。在没有医保的情况下,Xarelto 的每月患者自付费用为450-540美元,不同药房之间会有些许差异。直接公布定价或许是明智的,JAMA上个月发表的一篇文章(doi:10.1001/jamainternmed.2018.5976)提示:释放出“共付费方案可以将患者自付费用降低至0美元”的信息可以有效缓和患者对高药价的内心抵触感。


强生在声明中也只是表态支持在电视广告中公开药品价格信息。实际上,强生在给HHS反馈意见时反对将这种药价信息公开方式扩大到出版物、数字媒体或其他媒体渠道。强生也呼吁允许医生在给患者介绍药品价格时提供额外的定价信息和新的支付方式等等。


参考资料:

1. FiercePharma. How to trump the Trump administration? For J&J, it’s putting list prices in ads before it’s forced to

2. STAT. Trump administration says it will force drug makers to disclose prices in ads


机器翻译

Brand drug pricing has received increasing attention in the United States.Under pressure to reduce drug prices, the U.S. Department of Health and Human Services (HHS) on October 15, 2018 issued a "regulatory proposal" that any drug that is covered by Medicare or Medicaid, if priced at more than $35 per month, be added to the standard pricing information (list price) in television advertisements.It is also the first time that HHS has explicitly asked a pharmaceutical company operating in the United States to add drug price information to its television advertisements.

But the industry's opposition to President Trump's proposed bill argues that although the announcement of drug pricing is a measure of transparency, very few people pay the highest fees at their own expense.The Pharmaceutical Research and Manufacturers of America (PhRMA) recommends adding a website to a television advertisement.In this way, Lilly has launched a television advertisement for its diabetes drug Trulicity since December 2018 and announced plans to promote all of its drugs in the same manner by the end of February 2019.

Health care industry participants.146 feedback from physicians and consumers.The HHS will decide whether the proposal will be formally implemented based on feedback.On February 7, Johnson & Johnson announced that it would announce the pricing of its prescription drugs in television ads.Johnson & Johnson was the first pharmaceutical giant to respond to the HHS proposal and decide to give drug pricing information directly in television advertisements.

Scott White, head of marketing for J & J's North American pharmaceuticals business, said: "We will take the lead in publishing price information in TV ads starting with the anticoagulant Xarelto (rivaroxaban)."Starting in March 2019, Xarelto's commercial will add pricing and the general cost to consumers.At the same time, there will be information on the website of the drug insurance for consumers to understand the specific costs.

Johnson & Johnson stated in the statement: "Starting with the most prescribed drugs, we can better evaluate the acceptance of drug pricing and self-paid cost information in the general population. We will decide on the subsequent release scheme of drug TV advertisement based on the feedback from patients and consumers".

The United States has approximately 1 million prescriptions for Xarelto per month.Without health insurance, Xarelto's monthly patient out-of-pocket costs range from $450 to $540, with some variation between pharmacies.It may be wise to publish pricing directly, according to an article published last month by JAMA (doi: 10.1001/jamainternmed.(August 9, 2008) suggest that the release of the "co-payment program can reduce the patient's out-of-pocket costs to 0 US dollars" information can effectively alleviate the patient's inner resistance to high drug prices.

In fact, Johnson & Johnson, in its feedback to HHS, opposed extending this form of drug price disclosure to publications.Digital media or other media channels.J & J also called for allowing doctors to provide additional pricing information and new payment methods when introducing patients to drug prices.

References:

1.FiercePharma.How to trump the Trump administration?For JampJ, it's putting list prices in ads before it's forced to

2.STAT. Trump administration says it will force drug makers to disclose prices in ads

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