>And patients can't really be expected to keep up with the prescription drug industry enough to request cheaper 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.