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This undated product image provided by Janssen Pharmaceuticals, Inc. shows Xarelto. Johnson & Johnson says it will start giving the list price of its prescription drugs in television ads. The company would be the first drugmaker to take that step. J&J said Thursday, Feb. 7, 2019, it would start with its popular blood thinner, Xarelto. (Janssen Pharmaceuticals, Inc. via AP) Johnson & Johnson says it will start giving the list price of its prescription drugs in television ads. The company would be the first drugmaker to take that step. J&J said Thursday it would start with its popular blood thinner, Xarelto (zah-REHL’-toe). By late March, commercials will give the pill’s list price plus typical out-of-pocket costs. The information will appear on screen at the end of the commercial. It will include a link to a website where people can enter insurance information to get more specific costs. Without insurance, Xarelto costs $450 to $540 per month, depending on the pharmacy. The move follows a Trump administration proposal to require list prices in TV ads. The pharmaceutical industry opposed that, arguing that few people pay the high list prices.