We've taken to googling the price of every drug we see. How many folks have diabetes or foot fungus, a lot....those drugs are about 20k/yr. The really narrowcast cancer drugs (what percentage of your audience has small cell lung cancer ?) are about 200k per year. I can see the desperate haranging a doc to prescribe this, even if the doc knows differently. If it isn't OTC, then it should not be advertised to the mass market. All this does is drive up prices. Oh, "if you can't afford your medication, XXXX MAY be able to help" burns me on so many levels, I hope the CEO of the company's family all need that drug, and that for them it is all "side effects". Everything wrong with the US "health" care system is shown by advertising these drugs direct to consumer.