Costs of Drug Advertising

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Abstract
To the Editor: Drug advertisements in medical publications of all sorts seem to increase in number and extravagance; they surely contribute to the rising cost of drugs, a particularly burdensome expense for the elderly. As the cost of important new drugs approaches $2 per pill, older couples with multiple medical problems can spend $200 or more each month at their local pharmacies.Research costs are implicit in the price of a new drug, but how much advertising is necessary? No doubt the pharmaceutical industry is fiercely competitive and medical journals rely on advertising income, but there must be more economical . . .

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