An Overdose Of Drug Advertising?

A backlash is building against marketing pricey prescriptions

Robert Seidman is alarmed about rising drug prices. The director of pharmacy benefits for California HMO Wellpoint Health Networks doesn't believe the hikes are only tied to the launch of new miracle prescriptions. He targets a more controversial cause: soaring ad budgets. "The pharmaceutical industry knows a good market when they see one, and their mantra is a pill for every mouth," fumes Seidman.

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