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convincing doctors and HMOs of the virtue of the product, in the hope that they will stick with the brand name rather than a generic
Or, in the US at least, more likely convincing patients and potential patients - this is the case with prescription and non-prescription medicines alike. It really is quite surreal coming from the UK and watching US pharms adverts. Particularly if the program you are watching has been targeted as having an old demographic. It's hard to appreciate the level of plugging and exploitation without experiencing it. Oh, and there's also the reclassifying of old drugs as treating new symptoms... but anyway.
What strikes me about the pharmaceuticals situation is that the arguments are stronger on both sides. It really is very expensive to develop new drugs, and it's hard to see, without the "good of humanity" UN-type funding Haus suggests (something I have thought about myself but which is not going to happen in my lifetime) how the existing research structure would actually work. The other alternative would be to entirely nationalise drug development (see Cuba) which has potential but is not directly linked to copyright issues.
If anyone would like to discuss the "how to best research pharms" issue please do say so, it's something I have a lot of interest in, but I think to go too far into it here would derail things.
Anyway, this can be contrasted with the "killing music" arguments from media corporations which to my mind are incredibly weak, since I consider that, regardless of copyright, people will always make music, and there will always be money to made from touring, merchandise and what CD sales or other distribution revenues you do still make. What the corporations mean is killing music marketing, and taking music revenues out of their hands.
I tend to think that the reason pharms corporations have been less successful than media corporations in extending patents is that the governments have more interest in their activities. Outside of the US at least, most first-world countries at some point will end up paying for some pharmaceuticals, through whatever socialised medicine they do have. Thus they not only implement short patent lives but also price controls. The US, almost uniquely, has no price controls, but even so still ends up funding some medication. Furthermore, electorally, healthcare is a very important topic, and this is only increasing with the combination of (a) aging populations and (b) increasing medicalisation of symptoms and often marketing-led reliance on pharmaceuticals... in a way the latter could be the pharms companies doing themselves in here. Governments have basically no financial interest in removing copyright legislation - perhaps for public school textbooks and for libraries, but in no other way I can think of.
So, really, I don't think the decision has been made on anything approaching ethical grounds. There are price caps within countries, but no price caps for exports.
Proposal: what about caps on the prices of media products, similar to caps on drug prices? Would it change anyone's opinion on copyright enforcement if you never had to pay more than a fiver for a CD or a hardback? |
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