Bmanufacturers pay to have information about brand-name drugs included in the Physicians’ Desk Reference,31 an annual publication that has become most doctors’ primary source of information about drugs. The book is distributed to physicians free of charge, and it can be found in virtually every doctor’s office, pharmacy, and clinic.32 The entry for each drug in the Physicians’ Desk Reference includes a verbatim reproduction of the product’s FDA-approved labeling.33Manufacturers sometimes continue to promote brand-name drugs aggressively even after generic versions have entered the market.34 The brand-name manufacturers’ hope is that doctors’ familiarity with the brand names will continue to give their products an edge over the generic equivalents.35Generic manufacturers, on the other hand, typically do not spend money to promote their products. Indeed, generic drug manufacturers’ business model is to keep costs and prices low by spending nothing on advertising or other marketing, and instead to rely on the brand-name drug manufacturers’ promotional efforts to generate sales of the product.36 Though brand-name drug makers typically pay to have their products included in the Physicians’ Desk Reference, for example, generic drug makers do not.37