and magnum marketing is the attempt not to change individuals minds about a given product but to change the entire environment in which that product is to be placed it's kind of. like. you could japanese psychiatric community had to 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 lives 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 on silvio 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 be oh it meant it 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. is sort of very very poor dick 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 though 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 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 kind of a very nice very good naming died of. that and then. i don't know i

knew we had to guess and i want to. know it's a. story and i. presume that. 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 others 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 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 psychiatrists 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 subpoena masters of medicine at the best universities in the comp go around giving lectures in medical schools and. fontenelle all the tackler success of some treatment they will mock up to digitally 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 medical. 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 long 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 is been to get control of to co-opt doctors who have no the next 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 not

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 the financial relationship the journey business become a little bit of a question mark what to do. so much. to talk to those aren't invited to do was on the go to just one of the piece that as pointed out to the key was owned by liz all of admits. he delimited. what the internet does

that is 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 pushing 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.

that's obviously one of the rationale for the continuation of they want to sell the american heart. to

a new country. because most of these countries are. still much more. than certainly economic the bug and between the europeans who wants to go with the united states who remain committed to their security and the united states who want to. know what we are like you 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 this is free riding that's what they want they don't want they're not the security of this is really. 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.

stories of those who refuse to. change. the picture of today's. politicians from around the globe. i have an example for you of you know i just saw my doctor and found out most about your service i have had three years. these any kind my back hurts every morning. that can put more years. takes me an hour to loosen up that showering isn't enough . when i watch the world cup on t.v. you my saw a commercial with frank lebeau we musician no money said i might have spondylitis

it was old. and it can be traded i'll buy so when i'm home what do i do b. but. i look it up on the internet when i counted ten. i went to the site they suggest it was missed rehab is considered because the name is easy to recall so it's happened do me. good to know. each other the less clear cut a little tough when it's such an attack you can taste something. i keep watching the film human but if you know because he's talking about back i'll do it too many streets cry being all these symptoms so accurately defense some

places they like being tired and sore at night we each need to give them a ton in the morning and you must create the deal we need to i'm creaky left i have the same symptoms something when you are first so i click you give him there's a doctor to decide all of this is he did also do it with a. lot of other victims think they do still think our shots if they don't want to walk it that. this is sure to sever all. this. 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 locos fraser is a modest person lisa logos are strategically located. 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 yes it's like one hundred fifty thousand people reported every year. the signs are easy to ignore. the symptoms are so common. that this professor calls that young people's back ache. he may be scarce me he says this back ache may disable me though it may become a serious disability up. scares me but he reassures me ok maybe it's not very common but. it can be very painful maybe but it can be treated and the treatment is fully covered by you just. you know stick to your issue but they

are. just. issues we should all disclose. to could you why should the us. unfortunately the drug has adverse side effects you dog it's 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. they have are almost capsis this 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 we saw the fake disease to show how the pharmaceutical companies said this season we're in this kind of paying to market 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 those have lost funding to the site from days of mensa have to. look across to us on. the compass of miss and god. save the present have to face the plus to also come to. make a had session save the post and if not more it better has article based for something

that i've had problems as i'm to help bilbo maybe same can but i can only know that i take the. place. 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. when. we went to doctors and asked if it put this leaflet in the waiting rooms and they greed. 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 spratt the leaflet with the poster in the waiting rooms. and also we had some fear deals 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 thousand euros and one of the. maybe the person. in the soap would discuss. with his wife that he has a really a problem with flattened. she would advise him to go to the doctor and in the waiting room well they would fill him in the liaison for the doctor and that would be our post office of the flatlands campaign.

a polyp it 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 that the polypill 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 polling till it's theoretical form contained a thigh as i direct contained a beta blocker. it contained

a. and a sin hitter. and i think folic 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 other suggested will why just one poly pill why not make a poly pill for men they contained a prostate medication a poly pill for women that contained to mock safin to reduce the risk of breast cancer don't live 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. you have a one percent chance of getting. the kill you 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 use her french element into all this is of course the famous quote from. now about the art of medicine. you know it's great to be able to give

a drug and treat it illness but it's an even greater rock to know when not to treat and that's the doctor we've lost and it's the art we've lost because the market doesn't understand that. i'm still. listening to. that it seems to. me to confuse one system.

to feel better since. the interview. with the. with the. six six. six six. six six six six. six secret laboratories in the kirby was able to. most sophisticated.

fortunately dorna found anything tunes mission to teach music creation why it should care about humans and world this is why you should care only. nato a deadly alliance without a clear mission decades after the end of the cold war this washington would alliance continues to exist and expand in a big adventure in afghanistan and behind regime change in libya nato now look somehow in some way to absorb ukraine which is made those gambit. join me. in debt impartial and financial reporting commentary cancer news and much much. only on the bus and.

the g twenty four team promises. not to. tell me anything now a heaven oh and the rest of our lives for sochi twenty four. all odds.

fly a transit route to vnukovo report your best way to the heart of moscow. go dead if you're sick to me his face was rather shortness of breath a burning sensation in the charts high blood pressure these symptoms are indicative of a soon to happen heart attack u.s. prison officials say they'll now help russian convicts constantini are shanker for the move coming only after moscow way to end. mother nature spoils the shire on day ten of the winter olympics with at least two stops postponed due to say kong. the russian hockey score prepares to take on norway in their.