Doctors Call for Transparency in Prescription Meds Pricing

The American Medical Association is calling for more transparency in drug pricing amid skyrocketing costs that are putting some lifesaving medications out of reach for patients and communities.

During its annual meeting, the doctors' group adopted new policies on drug pricing to protect patients.

"Taken together, these policies would bring much needed transparency to drug pricing and provide a clear benefit to consumers struggling with exorbitant costs," AMA President-Elect Dr. Barbara McAneny said in an association news release.

One policy calls on pharmaceutical companies to list the suggested retail prices of drugs in direct-to-consumer ads. The AMA will urge federal regulators to include that requirement.

The association pointed out that one study found a 34 percent increase in prices for prescription drugs advertised directly to consumers. For other medications, the increase was 5 percent.

Direct-to-consumer ads were illegal in the United States until 1997. Only one other country -- New Zealand -- currently allows these ads.