A couple of years ago, I found myself in a doctor’s office for a routine visit — the kind required simply to continue prescribing a medication for a condition I’ll have for the rest of my life. After the poking and prodding, we sat down to talk.

“Say, Doc,” I said, “do you think we could switch to that new XYZ drug I’ve been seeing on television? The commercial says it’s better than the ABC I’ve been taking.”

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