Many doctors prescribe brandname drugs rather than cheaper equivalent generic versions.
The extra cost is paid by the patient. Surely patients should be asked if they wish to donate to corporations developing profitable new drugs. Perhaps chemists could have a collection box for drug companies on their counters. Patients could also be requested to supply their doctors with a stream of free pens and rarely useful gadgetry labelled with the brandnames of drugs. This would seem more direct than the current system where they pay the drug company to do it.