Drug Advertising

This was an advertisement on the back of one of my medical journals which I received in the mail today. What I find exasperating is that this is an ad for a very expensive drug for rheumatoid arthritis. Your average patient with severe rheumatoid arthritis doesn't look like this. The cost of these ads will undoubtably be reflected in the overall cost of the drug. Unlike technology, where new products tend to go down in price over time, new medications are always more and more expensive. Countries are going to have to re think how medication costs are determined otherwise we will not be able to afford the exponential rise in medication costs.