I'm not even sure there is a one-size-fits-all answer to such things. That particular case seemed to be obviously one of greed, but most cases aren't as obvious. The most obvious (to me) would be some sort of price justification on new drugs, which takes into account r&d (to include a portion of failed drugs, but not advertising), manufacturing, and other actual costs with a certain percent of profits - with increases only rising with inflation or by going through the justification process yet again (to account for changes in manufacturing costs, for example). I don't see that happening soon, though.