Yes, it does - it’s called advertising. In the US, the average promotional spend per physician exceeds $20k/yr. As a result, a lot more patients are able to quickly benefit from new medications like Dupixent or Ozempic as a result of wider awareness.

Suppose we banned Google ads and you are searching for a plumber. You are now entirely at the whims of whoever designs the ranking algorithm on Google/the Yellow Pages, who has nothing at stake here. Meanwhile, advertisers have to bid for your attention - making them at least somewhat aligned with your buying intent.

The same applies for doctors searching for state of the art diabetes treatments. It’s hard to say that relying on a fuzzy notion of “legitimacy” (or entrenched status-quo cliques) is a more fair system.