Lowering prescription drug prices not likely to curb R&D

The cost to produce a drug, often surmised to be ~$800 million, is probably much less (some experts say ~$240 million). Here's why:

1. Part of the problem with the $800 million figure is that it includes opportunity costs, not just cash outlays. Heck, if every company took into account where money may have been effectively spent, certainly most expenditures would be inflated.
2. Also, this number does not include tax deductible monies.
3. Moreover, this number is for those more innovative drugs in the market - not the more often produced "me-too" drugs.

Huge profits (pharmaceutical companies' margins are upwards of 18% compared to most companies' 2-5%). Companies could very well maintain healthy returns, perhaps not upwards of 18%, with lower drug prices.
Lower prices would induce demand, making drugs more affordable to those who couldn't otherwise pay for them. European countries control costs, and their companies (including giants Glaxo and AstraZeneca) are highly profitable and innovative.
Research & development costs will likely become less expensive with technological advances. A chunk of pharmaceutical R&D is already subsidized by taxpayer-funded research (yes, we pay twice for our medications).
Almost twice as much money is spent on drug advertising and marketing, which is not only excessive, but only leads to increased drug spending. Money used to develop and market "me too" drugs could be better diverted to developing more innovative drugs.