marketing project and mega marketing is the attempt not to change individual's minds about a given product but to change in time vironment in which that product is to be placed it's kind of. like. you could japanese psychiatric community had the view. that depression was a was a rare. disorder in japan and they didn't diagnose it often and what pharma did was it lobbied the japanese government in moralizing

rhetoric to say that they were mistreating japanese patients and then they sponsored anti stigma campaign to try and reduce the reduce the feelings of shame that a japanese person might have if they felt sad or they felt they felt depressed they felt something not right and they might otherwise stay home and not go to the doctor so the n.t. stigma campaign was there to help normal law and mental illness and there were. there were interviews with with celebrities and t.v. personalities and there were articles sponsored and placed in the newspapers to try and similarly arise people with the idea of depression even the very word depression in japan to vo was

a word that stood for major depression and so they they built an ad campaign a slogan that would make it feel more comfortable for people because of people heard that word depression would soon be oh it meant and then something in a hospital something someone very sick and so they came up with a slogan. which means a cold of the heart or a cold of the soul that terminology meant several things first of all catching a cold is quite common you're not one of those crazies that has to be locked up it's a cold many people have it if so many people have it then it can't be all that bad . secondly while the japanese are big consumers of the ability and stuff and they meant to them cold that's treatable it can be treated with

a product and finally the soul. sort of very very pointed and. really resonated very well with the japanese. it connected with how they felt. and so that really changed significantly the perception and created this concept of moloch depression. that physicians now started treating that big government started acknowledging because the japanese government didn't want to know that japanese were depressed so for those very few the japanese government realized that. there was something that was an obstacle to the productivity of japanese workers and so that all of a sudden made sense now to treat depression when you get caught up in that arena so

. many died. that didn't it and. i don't know i knew we had to guess and i want to. know it's a. story and i have. a son that. almost one important aspect was when. when the court when the imperial court acknowledged that the. the princess actually was suffering from depression and was being treated for depression what better celebrity can you get other than the emperor himself i mean this is fantastic and this is how it all begins the drug industry here let me do that for you let me run this let me run this program for you let me do this and the stigma campaign for you let me lobby the japanese government for you let me run these clinical trials for you let me get

the word out and the japanese psychiatry is especially the ones who are then in the employ of the industry they believe that they're doing it they're doing the right thing only at a certain point their interests diverged because from a commercial standpoint and this is. this is natural to all businesses from a commercial standpoint they don't want to stop until every every person every last man woman and child is taking their drug is using their product whereas the psychiatrist obviously they want to get off the train before that but once the faucet is turned on it's extremely difficult to stop.

people you've got to realize at least marketing to doctors is intense newbie asia salesman call ten times a week spend precious time listening to the same argument assess in a medical journal. or just a vehicle for the same message that came in shoes then the head. of medicine at the best universities in the comp go around giving lectures in medical schools and. fontenelle tackler success of some treatment that you know that you didn't like where you know you're a fee of course hard to resist this document if we look on it you can see that it has key players in the us anti psychotic marketplace regulators payers social magical. dispensers providers manufacturers and all of these are surrounded so in patients

you have friends coworkers religion advocacy groups and then regulators have legislators media and so on and every actor is to be studied how can they influence the forward motion of the dr and the key the main key is in the science how can they how can they produce the science that will convince all of these people along the way that this is the best treatment the only treatment in fact so with eighty five percent of our clinical trials commercially funded and now ninety seven percent of the most influential clinical trials commercially funded what we find is that the odds are more than five times greater that commercially funded trials will conclude that the sponsors drug is the treatment of choice compared to non-commercially funded trials of exactly the same drugs so you see those are

pretty good odds and you know we tend to think of scientific studies as being objective and not being subject to bias but what we find when we look at the. the way the system is structured the companies sponsored the trials to help to sell their drugs the companies own the data the same way that the coca-cola company owns the recipe for coke whereas you have been particularly successful it has been to get control of to co-opt doctors who have no that is to industry at all who have never been paid a cent by industry who think that they're quite hostile to industry doctors who say well we go by the evidence we want to see the evidence and we will make up our minds based on what the evidence shows

nothing because we've been paid by industry not because we've been brought to meetings we will make up our minds based on the evidence the key problem for all of us is increasingly compared with the nine hundred sixty s. industry now controls the evidence industry runs the clinical trials all of them when i was a fellow between one thousand nine hundred eighty two we would spend hours and hours dissecting clinical trials and looking for statistical problems and outcome measures that didn't measure that didn't reflect what the study had been designed to do and we saw plenty of problems but i can't remember a single time that we saw a problem that we assumed had to do with a commercial bias and of course science is imperfect it's always imperfect but though we didn't see that in our professors had no relationship with the drug

companies it was unheard of for a professor to have a relationship with a dark drug company it was just a nonsensical thought now we see that. articles have problems all the time and if you could put on truth goals and you watch the prestigious press professors coming down the hospital. corridor in their white coats they look like formula one drivers and instead of saying pennzoil and mobil gas it would say merck and pfizer and then german genzyme because they're getting sponsored by all the professors a financial relationship the journey was to become a little bit of a question mark would you put up. some of. those aren't invited to do was on to go to just one of the piece to throw a sponge off to the queues on bali's of admits. it is that he feels he delimited.

what the internet does that allows patients allows you know every day people to go to the web and to feel empowered by getting all the medical information they could possibly ever want right they can get access directly to medical journals if they want they can go to any number of websites where data is presented where information is presented about diseases they could consult with their friends they can consult online on bulletin boards of other people suffering from these diseases and get lots of information and there's the idea that not only is it does it feel empowering but it's actually a requirement for being a good patient right being a good patient requires that you know all of this information before you even go to the doctor and that you've done your own research and that you are you're approaching you're approaching your doctor not for not to just listen to his authority but that you'll be in negotiation with him to create to come up with your own treatment plan but there's of course a catch here is that the internet in particular is. it is able to hide where the information comes from.

there's a so we leave that maybe. motion security although your party there's a. question is that no one is that skin with the guests that deserve answers from. politics only on r t. i know c.n.n. the premise n.b.c. and fox news have taken some not slightly but the fact is i admire their commitment to cover all sides of the story just in case one of them happens to be accurate. that was funny but it's close in for the truth and might think. it's because when full attention and the mainstream media work side by side the joke is actually on here. and our teen

years we have a different right. ok because the news of the world just is not this funny i'm not laughing dammit i'm not god. i don't know if. you guys stick to the jokes i will hand over the stuff that i'm. i have an example for you of you know i just saw my doctor and found out most about your serb ask i've had three years. these any kind my back hurts every morning with creaky that can put more wear year. takes me an hour to loosen up if that showering isn't enough. and i watched the world cup on t.v. you mean i saw a commercial with frank lebeau we musician him on me said i might have spondylitis

he goes on. and it can be treated i'll buy so when i'm home why do i do. good work i look it up on the internet when i'm down that way you know because i went to the site they suggested was mis rehab as can see because the name is easy to recall so it happened to me. just. the less clear title to top and it's not from a talk you can't. tell that. i keep watching the film human but if you know because he's talking about back to do it too many scribing all these symptoms so accurately defense song places like

being tired and sore at night made to get in the morning and you must create the feel we need to i'm creaky left i have the same symptoms something when you are first so i click there's a doctor to settle also. but ok to do still think i will shuttle go get up walk walk all the level this is you discover all to. us. so you could. just say so he sure sounds trustworthy. but i'm surprised to see this man a prominent medical professor. standing in front of the pfizer logos. lisa logos are strategically located. so i don't because one of my friends is a marketing specialist. marketing mix because if they leave he told me those are

key places. around a talking head in the middle. so maybe it's no accident to see if you know the picture is composed that way. the doctor tell me. to sum it up one hundred fifty thousand people reported every year young people who do the science are easy to ignore. the symptoms are so common. that this professor calls it young people's back. he may be scarce me he says this backache may disable me though it may become a serious disability up. scarce me but he reassures me ok maybe it's not very common but. it can be very painful but it can be treated and the treatment is fully covered by you. can you stick to your issue but they are.

just. issue. particular why should the us. unfortunately the drug has adverse side effects. its long term effects are still unknown. but there's good reason to think it affects the cardiovascular system. and may also be a factor in cancer forgot to. mention treatment cost one thousand eight hundred euros. now though cause they have are almost capsis is watching the pharmaceutical industry how they lobby how de market medicine how do you try to influence the public the doctors the government the media etc well we want

to reduce the influence so we have more rational use of medicine to get over it all straight out with fake disease to show how pharmaceutical companies said of this caesar and this kind of paying to market their medicines we approached market research agency we said we are working for a pick pharmaceutical company was coming up with a new truck against flatulence and we want to do market research and see how big this problem is. a few canadian bush have lost funding to the fact from these mensa have to. look after us on. the campus of miss and god. save the present have to face look across the aisle scam to . make a had a session save the post and if not more it's better to have charts from

a source something that i've had problems as i'm to help bilbo maybe same can but i can only know that i take the. blame. so we made this folder or the nice lady with balloons we thought it fits well with it because flatlines with the air and looks nice. it's the same way pharmaceutical companies do it because they using happy patients because the problem is solved. we went to doctors and asked if it puts this leaflet in the waiting rooms and they agreed. they thought it was a great campaign and they didn't ask who was behind this campaign and all of it was from a pharmaceutical company or a patient's organization they didn't care or the they liked the flyers so we could just sprout the leaflet with

a poster in the waiting rooms. and also we had fed dio's or of people suffering from federal and for example we used my daughter as a fake patient who get called names by classmates and the teacher is telling her that no good to far is in the classroom and so on poli and well but now the doctor has gave. just a simple pill and. it's over. and we approached some t.v. programs. a soap opera us but also informed of programs and we asked them if it's possible to have attention for flatulence yes it was.

for her. one show oprah a very popular program in the netherlands good times bad times we had to pay fifty dollars and euros and one of the. well maybe the person. and the soap discuss. with his wife that he had really a problem with flatlands and she would advise him to go to the doctor and in the waiting room well they would fill him in the ways for the doctor and there would be our post office of the flatlands campaign.

the polypill was announced in a special issue of the british medical journal in two thousand and three. the preface by the editor suggested that this was the single most important article the b.m.j. had ever and possibly would ever publish and this is impressive given at the poly people at that time was an entirely theoretical intervention and the authors of this article suggested that rather than systematically screening the population for blood pressure for cholesterol for diabetes and for a number of other preventive concerns that might require pharmaceutical intervention why not simply give the entire population over a certain age a pill that contains interventions designed to treat all of these things at the same time and so the poly pill in its theoretical form contained a thighs i direct contained a beta blocker. it contained

a. an ace inhibitor. and i think full of acid and aspirin and the idea was that one could model each of these interventions carried with it a possible risk of side effect each conferred a possible benefit of prevention and by modeling those risks against each other the the the authors suggested that one could achieve a reduction in cardiovascular mortality i about eighty eight percent. by it simply administering these pills to the entire population over the age of i think fifty and for what seems like quite an orwellian intervention the poly pill generated immediate enthusiasm hundreds of people wrote in to the to the b.m.j. website suggesting that if a polypill existed they would take it immediately others suggested will why just

one poly pill why not make a poly pill for men they contained a prostate medication nepali pill for women that contained to mock safin to reduce the risk of breast cancer don't club so you're on board for a lifetime of treatment. you know what it's wallowing it doesn't pills a day back to prevent rule diseases or illnesses proves that you have a one percent chance of getting. the q what's going on here i mean how much has that become you know they've just lost any sense of what's a reasonable risk you know to take and what isn't. if you want to introduce the french element into all this is of course the famous quote from. now about the art of medicine. you know it's great to have to give

a drug to treat an illness but it's an even greater right no right not to treat them that's the doctor we've lost hence they ought to be lost because the market doesn't understand not. enough heat on students and. the police for two minutes. it's going to problems that it seems to. be to confuse once you start.

to feel better so. that's obviously one of the rationale for the continuation of nature they want to sell the american high tech weaponry aircraft submarines missiles on the rest of it to the new countries new new markets expanding markets because most of these countries are close allies previously on certain equipment i actually think that nato is rationale is still much more political and strategic than and certainly economic the bogen between the europeans who once a year with the united states remain committed to their security and the united states wants europeans to be no no no i just i could jump in and ask you could if i could jump in and ask you i mean they want washington because they want the american taxpayer to pay for it because the united states pays the vast majority of the bill for nato so they. is free riding that's what they want do you no no no

they don't want they're not that need these security risk is really an evolution is this they want someone else in times of austerity particularly now with the american taxpayer picking up the american defense industries would be more than happy to do it. i marinate join me. in debt impartial and financial reporting commentary interviews and much much. only on the bus and on. the g. twenty fourteen promises we ultimately an exhilarating winter on our team a team you still need and use and now

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