New drugs are a huge risk/return area and will always get investment because of the payback.
If memory serves me, Zantac was the single product that pushed Glaxo into the big time.
The problem at the moment, seems to be the strict approval regulations/environment.
Asprin would fail the present regime, and yet it is a massively useful product.
Then there is the 'sue them' culture if the product causes damage.
Then there is the area of side effects that are medically useful.
http://www.cancerguide.org/rcc_thalidomide.html
It is an area that would benefit from 'limited liability' contracts, where the patients accept 'reasonable risk'.
Both patients and Companies could benefit from that kind of approach, but it would still be up to the legal system to draw the line.
Price controls could be imposed in exchange for extended patent rights etc. Whatever cuts a deal at national level.