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Solving The European Model Of Reference Pricing

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To reduce the incidence of this problem, a two-tier solution is most likely to work given the fact that both consumers and producers have concerns that must be addressed. First, the government must regulate and reduce pharmaceutical prices in some manner to increase their affordability. And second, the government must reduce the costs for pharmaceutical companies to compensate for the loss of profit brought on lowering profit margins. By addressing both consumer and producer concerns with the simultaneous implementation of these two strategies, both parties, pharmaceutical companies in particular who have influential lobbyists at their disposal, would be more likely to support reform. For the first step, the US may find a solution in the …show more content…

As a result, the price of insulin, a life-saving and medically necessary drug to prevent death, costs somewhere between $100 and $400 per month on average. (Gordon) By implementing reference pricing, pharmaceutical companies would be legally obligated to price their drugs at the reference price, creating a pseudo-competitive market that keeps prices affordable for consumers of the healthcare industry. There is no doubt there will be resistance from the pharmaceutical companies as with lower prices comes lower profits.
However, there are counterarguments to pharmaceutical companies’ rationale for keeping drug prices high and in the face of those counterarguments, pharmaceutical companies may be forced to accept greater government regulation. Research has shown that marketing costs, through TV advertisements, direct marketing to physicians etc., actually exceed those for research and development. Knowing that the public would deem marketing to be a self-serving cost that is not justifiable as a cost that is passed on to consumers, pharmaceutical companies have tried to disguise the real source of their costs, and label marketing costs as research and development (Rovner). Furthermore, as shown by Europe, reference pricing has not been shown to adversely affect or reduce research and development. Despite Europe’s

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