I'm from Australia, so I think our system is similar (single payer type system). Our government won't be offering this drug in the short term. If it is really this good, they will negotiate a deal over time.

The advantage of that system is the government can give the company the choice: a) Sell to us for $x, and patients can use for no/low cost b) Go direct, and try to convince patients to pay $y themselves

This gives a pretty strong incentive for x << y, and avoids a lot of advertising expense.