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Pill packets When the doctors are at least partially on the hook, they prescribe lower-cost drugs when possible and use expensive drugs only when they are most likely to work. (Photo: Shutterstock)

The U.S. is grappling with how to rein in high drug prices. Unfortunately, most of the proposed solutions work better on a bumper sticker than in reality. The debate, however, tends to ignore a key player — the prescribing doctor — who could have a central role in a more sustainable approach to better value in drug pricing.

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