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Now a few decades ago, pharmaceutical companies influenced physicians with substantial incentives (free basketball tickets; vacations; fancy dinners etc) to prescribe their drugs. That has since been reduced significantly thanks to legal reform in this area. However, physicians still prescribe more expensive meds with little benefit compared to alternatives-- why? Are there any financial benefits to physicians for doing so? Is it brand loyalty? Is it lack of awareness of clinical efficacy of meds? Or a disregard for prices?