Direct to Consumer Marketing of Pharmaceuticals

$500 million a year is spent marketing Humira, which I think is the current drug that gets the most marketing dollars. The United States is one of only two countries in the world that allows direct consumer marketing of pharmaceuticals. New Zealand has such an active and aggressive pharmaceutical program that they spend the least among developed countries on drugs and we spend the most. So it's not just the advertising. It's what you let go on, you know, around the advertising That's really matters.

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