You’ve seen them on TV. In fact, if you watch more than a few minutes your odds of seeing one are pretty much 100%. What are they? Ads for prescription medications. They tout some science, a distressingly long list of side-effects and tell you to “ask your doctor”. Their ubiquity has created a situation where patients ask for a drug by name and far too often get it, regardless of whether or not they have the condition the drug claims to treat. Italics because in many cases these new, and often expensive drugs don’t necessarily offer improvements over existing ones. But they do offer increased revenue for the drug companies and contribute to the rising cost of healthcare.