It may apply in other industries, but medicines are different. You have the whole medical school system to do your "marketing". There are scientific publication

It may apply in other industries, but medicines are different. You have the whole medical school system to do your "marketing". There are scientific publications galore. For life-saving drugs, customers aren't swayed by "marketing" at all: if they have a condition that can be helped by the drug, they will go for it, marketing be damned. I know we like to jump to analogies in these forums ("digital music" == physical stuff; "no password" == unlocked door; etc.), but some situations are unique. I would like to think that the pharma industry, particularly the critical drugs section, is unique.