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Peddling paranoia: selling cures for imaginary diseases is where the drug industry really rakes in the cash, argues Alan Cassels. Real need barely enters the picture - Skewing the Market
New Internationalist, Nov, 2003 by Alan Cassels
THIRTY years ago the British physician, Julian Tudor-Hart published his famous 'inverse care law': 'those who most need medical care are the least likely to get it.'
Modern pharmaceutical research is playing Dr Hart's law out on a macabre global scale. While the debilitating diseases of the poor--such as malaria, tuberculosis and sleeping sickness--have few or no treatments, the drug companies are busy working on cures for a ballooning set of 'made-up' diseases of the rich and privileged. There are now drugs for toenail fungus, 'pre-hypertension' and bedwetting; for compulsive shopping and gambling 'addiction'. The yawning extremes between the research priorities in our two worlds get larger--and weirder.
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Daniel Berman used to work for Big Pharma and saw at firsthand how companies created 'markets' for new drugs. Now the Geneva-based co-ordinator with Medecins Sans Frontieres' Access to Essential Medicines Campaign, Berman describes the example of drugs being created to treat normal changes to the prostate that develop as men age.
'It used to be that when men age, they have to go to the bathroom during the night a couple times and that was considered a part of ageing, and that was no big deal. But this problem was turned into a disease by the drug manufacturer.' Because the company was developing a drug to deal with 'the condition', they needed to convince both doctors and patients that this aspect of ageing required drug treatment. And they hired people like Daniel Berman to help spin that message.
To create 'new' diseases Berman says drug companies hire public relations agencies and work with academics. 'You find a professor working in a university and fund that professor to write a book, or to do a media tour around the country. Or you find a public figure, a sports figure or an actor, to go around and meet and work with journalists, and to do work with public forums, so you literally create this need.'
Creating a market that will reduce men's nocturnal trips to the bathroom is what modern drug research is all about. Finding lifesaving treatments for poor customers can be left to the philanthropists. When drug company executives schmooze with investors, they talk about diseases in terms of market potential and how well a disease area 'performs'. Remarking on rising rates of obesity or diabetes, investors and drug makers can hardly contain their mutual glee. The dark clouds of potentially dire public health consequences are seen in terms of their silver linings--generating legions of new customers. Drug companies claim they need a large market to recoup their research and development costs. But the top drug companies throw nearly three times more money at marketing and promotion than they do at basic R&D.
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Who needs cures?
Many people still believe that medicine is a noble pursuit, dedicated to curing humankind's ills. But the reality is that 'cure' is passe. According to Alex Hittle, a biotech analyst at AG Edwards in St Louis: 'We sometimes joke that when you're doing a clinical trial, there are two possible disasters. The first disaster is if you kill people. The second disaster is if you cure them. The truly good drugs are the ones you can use chronically for a long, long time.'
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Over the past decade we've seen the pharmacologizing of everyday life at a breathtaking pace--the rampant and colonizing forces of the drug industry, sometimes slyly, sometimes overtly, reshaping the normal ups and downs of everyday life and turning them into market opportunities. Among the range of invented or trivial 'conditions' for healthy, paying customers are male pattern baldness, wrinkles, unwanted facial hair, erectile dysfunction and persistent sadness (not to be confused with depression).
The big money, however, is not in niche complaints that can get turned into diseases, but in taking risk factors for future possible diseases and turning them into conditions that are targets for drug treatment. So lifestyle conditions common to our 21st century world--obesity, cholesterol or high blood pressure--become fair game.
This 'pharmacologization' of human health is an outgrowth of 'medicalization' which the late US author Lynn Payer discussed in her 1992 book Disease Mongers. She wrote that more benign ways of characterizing ordinary ailments (and simpler, less costly remedies) are ignored or marginalized when pharmaceutical manufacturers start to colonize an area of human health. In order to build demand for their products and services they will sponsor awareness-raising campaigns to make common conditions look as severe and widespread as possible.
Two of the best examples are the drug industry's response to blood pressure and mental health.
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The antidepressant market is large and fluid. Everything from critically debilitating depression to mild anxiety could be ripe for medication. Large companies, fiercely fighting for customers, are constantly seeking to expand the definition of depression and so increase the numbers who need treatment. In such a milieu, tragic events like 11 September 2001 are seen as marketing opportunities, as excuses to flog more treatments for 'post traumatic stress disorder'.
