I think part of the problem is that we have to make a distinction between the various sectors of the Pharmaceutical industry. The REAL problem is that most of these billion dollar profit margins that I've spoken about are actually fueled predominantly by non-essential medications. There needs to be a distinction between drugs like Viagra, Propecia, and the medication for "Restless Leg Syndrome", and drugs that are in R&D for Cancer, AIDS, heart disease, and the like.
I'm all for protecting companies who want to make an investment into Cancer and AIDS research, but that's not where the money is and we both know that. There's no advertising market in that so there's no push for it (although there certainly should be). Those R&D projects are mostly privately funded, whereas the R&D for Viagra and Propecia is funded by sponsors and investors who stand to make a buck.
Drawing a line between medication that is designed to cure disease and aid suffering, and medication that is designed for pure and simple profit, would be a perfectly good comprimise here (both to our own discussion and to the problem as a whole). Perhaps allow drug companies the same profit margins they've had all along, but insist than 30 - 40% of that money be re-invested into R&D projects that have no financial backing from ad campaigns. Now THAT is a cause I'd rally for.