I emotionally agree with this, but I don't have a good answer for the following situation:
1) A company develops a new, slightly more efficacious treatment, patents it, and prices it at some completely absurd cost (say, $1 million/month for daily pills).
2) Doctors understandably prescribe this treatment because it's slightly more efficacious than the pills that cost $16/month.
Where would pricing pressure come into play here? If insurance companies can't say "No, that price is ridiculous and we're not paying it." I'm honestly wondering what the solution for this would be.