In Australia we solved this by requiring pharmacies to offer generic alternatives.
You don't have to keep up with the Rx industry to research different treatments and pricing for your individual condition. When I went to the dermatologist for skin cancer screening, she prescribed me Picato for my actinic keratosis. When I called the pharmacy and found out it would cost $200 after insurance, I called BCBS and spoke with their pharmacist about alternatives. She gave me a short list of brand names and generics, from $10 up, and at the end I decided to go with the doctor's Rx because it had the shortest treatment and recovery time. I did find an online coupon, however, which my doctor didn't tell me about.
https://twitter.com/drmarkporter/status/765569736423927813
> Q for SystmOne GPs: is there a simple way to ensure default drugs offered when prescribing are cheapest versions most commonly prescribed?
https://twitter.com/drmarkporter/status/765570038048911360
> For context: our default omeprazole version (20mg) is currently 5 times price of one 4 down. Easily repeated costly error when busy.
There's no way a GP can keep up with everything that's out there. Less expensive remedies have no one to fight for them either.
There are competitors to the Epipen but they don't get prescribed as much. I would surmise that has something to do with marketing budgets. Maybe we should join the rest of the world and ban drug advertisements? Oh, and allow Medicare to negotiate a bulk rate for drugs rather than pay MSRP[1].
[1] https://en.wikipedia.org/wiki/Medicare_Part_D#Criticisms