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Three Sneaky New Ways Big Pharma Is Churning Profits in 2014

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If you are like most people, you have been watching "Ask Your Doctor" drug ads on TV for years. The ads, called direct-to-consumer drug advertising, have done two amazing things. They have made drugs like Claritin, Lipitor and the "Purple Pill" financial blockbusters--and they have, to a certain extent, "sold" the conditions behind them.

While certainly the conditions the drugs treat like seasonal allergies, GERD, high cholesterol, depression, bipolar disorder, adult ADHD, erectile dysfunction, Low T, irritable bowel syndrome, dry eye and insomnia exist, "awareness" of the conditions has greatly increased thanks to drug ads. In fact the parade of symptoms viewers may suffer from has gotten so over the top, comedian Chris Rock said he was ready to hear a TV ad asking, "Do you fall asleep at night and wake up in the morning? You may be suffering from..."

For many years, consumer drug advertising made Big Pharma Fortune 500's "most profitable industry." But now, the profit party is largely over, with blockbusters like Prozac, Lipitor, Viagra, Zyprexa, Symbicort and Nexium off patent and nothing much in the pipelines. WebMD, one of the strongest online pill merchandisers , dismissed 250 employees a year and a half ago and medical journals are noticeably page light with fewer ads. Once booming companies are now seeking mergers commensurate with the Wall Street aphorism that in boom times companies spin off and in bust times they merge.

Four years ago Pfizer merged with Wyeth, Merck merged with Schering-Plough and Roche merged with Genentech. Now Novartis, GlaxoSmithKline, and Eli Lilly are pursuing protective financial partnerships as the day of the drug blockbuster is over.

Still there are three diseases/conditions which Pharma is hoping may see it through the current lean times.

Ankylosing Spondylitis

If you look at the successful diseases Pharma has marketed to sell drugs you'll see they usually have snappy names or initials like ED, ADHD, RLS, GERD, IBS and Low T. That's why a disease Pharma is pushing, ankylosing spondylitis, is gaining the nickname AS. Ankylosing spondylitis is a real and serious inflammatory disease that affects the bones and joints. But new ads seek to convince people with back pain that their pain isn't from overexertion of a bad bed but...from AS.

This is what critics of Big Pharma call "disease mongering." Over the years, disease mongering convinced so many people they had "depression" it is said that one in four women between 50 and 64 in California is now on antidepressants.

Like "Are You Depressed" quizzes, AS ads come with a helpful questionnaire to convince people and hopefully their doctors that that they might suffer from AS. If so, they may just need to take Humira, a genetically-modified, injected drug that costs $15,000 to $20,000 a year per patient. Ka-ching. Drugs like Humira are "monoclonal antibodies" that suppress the body's immune system by blocking tumor necrosis factor (TNF). They are valuable for serious autoimmune diseases but increasingly marketed for less serious conditions.

For example, unless you really have to, who wants to take a drug whose label warns that "Patients treated with HUMIRA are at increased risk for developing serious infections that may lead to hospitalization or death?" These include "Invasive fungal infections, including histoplasmosis, coccidioidomycosi," and "Bacterial, viral and other infections due to opportunistic pathogens, including Legionella and Listeria?"

Non-24 Hour Sleep Wake Disorder

"You can't see me because of radio" and I can't see you because I'm totally blind." So begins a high saturation ad campaign that boosts "awareness" of an obscure circadian rhythm disorder called Non-24 Hour Sleep Wake Disorder-- launched by Big Pharma. How rare is Non-24? There are only 146 citations for the disorder in the entire U.S. National Library of Medicine. By comparison, there are 8,463 citations for the plague.


You're not as healthy as you thought by Martha Rosenberg

The narrator of the drug ads says his blindness doesn't "hold me back" but he often "struggles to keep up" because he is not "sleeping through the night." He then says, "Sound familiar? You're not alone!"--you might have this too! The ads are from the Washington, DC-based drug company Vanda whose drug, Hetlioz, recently received FDA approval for Non-24 Sleep Wake Disorder.

When I called the phone number for more information about Non-24 I asked my "health educator" if I could have the sleeping disorder even though I am not blind. I was told "you don't have to be blind to have Non-24" though it is more common in blind people. When I asked if there were a pill I could take, my educator said he was unable to answer that because, "I am not a doctor," but promised to send me more information.

On the Non-24 web site (which asks "Could You Have Non-24?" ) we learn that the "The key symptoms of Non-24 are the inability to sleep or stay asleep and a powerful urge to sleep during the day." Other symptoms include waking up "groggy," being "less productive than usual at work or at school," relationships that "are strained," "sluggishness and forgetfulness," mood that is "affected" and frustration "because no one seems to understand what you're going through." Clearly Non-24 Sleep Wake Disorder sounds like another disease Pharma has marketed--adult ADHD.

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Martha Rosenberg is an award-winning investigative pubic health reporter who covers the food, drug and gun industries. Her first book, Born With A Junk Food Deficiency: How Flaks, Quacks and Hacks Pimp The Public Health, is distributed by Random (more...)
 

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Drug advertising has clearly made people "sicker" ... by Martha Rosenberg on Monday, Jul 7, 2014 at 8:47:33 PM
So do the drugs themselves. How many people do you... by Dennis Kaiser on Tuesday, Jul 8, 2014 at 10:06:28 AM
It's called cured of what you were suffering from ... by Shirley Braverman on Tuesday, Jul 8, 2014 at 2:58:58 PM
Martha, I have to agree with you about the use of ... by jbnewport on Tuesday, Jul 8, 2014 at 10:44:41 PM
Yes! These are areas that need to be reported on!!... by Martha Rosenberg on Wednesday, Jul 9, 2014 at 9:20:38 AM
Illegal Immigrants cannot access ACA for five year... by Shirley Braverman on Wednesday, Jul 9, 2014 at 1:21:13 PM
Liberals and progressives have a tendency to view ... by Maxwell on Wednesday, Jul 9, 2014 at 7:49:47 AM
Part of Obamacare will be to educate people to man... by Shirley Braverman on Wednesday, Jul 9, 2014 at 1:33:22 PM
If anyone knows people who served in the military ... by Martha Rosenberg on Wednesday, Jul 9, 2014 at 9:25:08 AM
Again Martha many of these drugs work well but the... by Shirley Braverman on Wednesday, Jul 9, 2014 at 1:40:38 PM
Americans hate suffering. They want instant resul... by Doc McCoy on Thursday, Jul 10, 2014 at 2:01:09 AM
Ms. Rosenberg, I strongly object to your insinuat... by Elin Aslanyan on Thursday, Jul 10, 2014 at 1:21:46 PM
I never forgot an article from AARP some years ago... by Suzana Megles on Friday, Jul 11, 2014 at 4:50:50 PM