Question special

How can we encourage pharmaceutical companies to lower their prices without gouging out the patient? I understand that many if not most drugs were researched here in America, and that abroad, other companies reap the benefits of just selling the drug without the additional overhead and expenses of R&D. Yet I also read about how heavily they invest into advertisements (one source reports it at twice their research dollars).

Sofosbuvir , the new medication for Hepatitis C, costs $84,000, along with the other current medications for Hepatitis C. And according to the WSJ, other rarer diseases can cost into the hundreds of thousands. I know insurance can sometimes help, but they often times require copays and can make the process difficult for patients.