> Who is gonna decide how the R&D money gets spent?
Same way the NHS previously funded medical research. Grants and grant review. You can expand that department and effort.
> What's their skin in the game and their feedback mechanism?
Believe it or not, some people just want to research and look into cures for diseases. Shocking I know. Feedback can be reviews of their work and blackballing bad actors that consistently kick out bad research.
> Why will they do a better job picking what to research than current pharmaceutical companies?
Because they already are. Pharmaceuticals aren't doing the majority of research, they are taking NHS funded research and running it through FDA approval.
Ozempic, for example, didn't come from pharmaceutical research, it came from grant research into lizard spit.