I'm not objecting to all marketing spending, but I do think it's out of line with the benefit. I would prefer to see prescription marketing be much more low-touch that it is today.

Me too. I had a manager once suggest that you could set up a consortium of pharma companies based around a disease. So, for example, every company that has a drug targeted at psoriasis would buy in, then the consortium would be tasked with raising awareness that psoriasis is a treatable condition, so go talk to your doctor. Of course it has some flaws (what about companies that are first into an indication), but it might be a step better than what we have today.

Interesting. Very much like the milk boards and other agricultural councils that promote specific largely-fungible products.