Proving that a drug is safe and effective is expensive.
And right now, the insurance companies are having a difficult time staying in the black (with interest rates and bond returns as low as they are). Some time when rates are skyrocketing, would be a good time to sell this to the insurers. Don't know if the cost will ever be low enough for them to go for it, though.
If they do go for it, then the ones who will pay for it will be the policy-holders.