> "Those are the cases that produce the outrage, and understandably," Ricks said. "We want to do our part and work with payers in the system to provide copay assistance. We’re open to feedback [on improving communications],” he said. “We’ve done tons of things, but it obviously hasn’t penetrated the clutter. We’re obviously not the only insulin company. But the tropes go on."

Cool. "We're sorry there are hoops to jump through, we'll do our best to clearly mark where we've placed the stepladders".

Okay, so like, to give this CEO a little credit, it sounds like nobody is paying these prices (at least if they know how to play the game). The issue here is that prices are completely fake, the consumers are supposed to never know the MSRP, and anyone who does is getting caught in the middle of a stupid pricing game between insurers, Medicare, and providers.

So I can see why, from their perspective, they see it as a "communications" issue.