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Hospitals are desperately trying to reduce drug costs, with the University Hospitals of Cleveland, for instance, promoting a novel approach aimed at deterring doctors from choosing expensive medications. When physicians search for drugs in their electronic registry, certain ones are accompanied by an ominous symbol: $$$$$.

Shawn Osbourne, the system’s vice president of pharmacy services, came up with the idea of putting five dollar signs next to particularly expensive drugs. He developed the not-so-subtle psychological prod after doctors went over their drug budget by $20 million last year, he told the Washington Post.

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