something that's called a mega marketing project and mega marketing is the attempt not to change individual's minds about a given product but to change the entire environment in which that product is to be placed it's kind of. like. the 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 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 to be all 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 subiaco it meant to then something in a hospital something someone very sick and so they came up with a slogan. on a cause a 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. the japanese are big consumers of 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 pretty 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

that he got any downside to. that and then. i don't know i knew we had to guess and i got to tell. me no it's a. story and i. presume that i mean it 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 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 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. all the tackler success of some treatment that you know i will mock up to detroit 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 network will. 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 predators who have been particularly successful is been to get control of to co-opt doctors who have no the two industry i don't know who have never been paid a cent by industry who think 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 a financial relationship is a journey through for them a little bit still. put a real buzz off some of. those aren't. just sort of the beast of a sponge it up to think it was aunt sally's all of admits. to necessity foresee

delimited and i think 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 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.

trend zero to vnukovo report your best way to the heart of mosco. the past twenty years america has changed from the producer to consumer and augment zoomers know that when the producer names the tune the consumer has got to dance

dance troupes long then all that's right. and the derivatives wielding baxter's of this be loony don't know if they want to be matt dillon or bob dylan ben bernanke man of a thousand alec uppers janet yellen doesn't tapering special effects from abacus two thousand and seven a c one in the daily crazy glue no worries friends follow it won't be too long before the director cuts the same yeah it's all like that in a b. movie. not surprisingly bijan even to go she needs to end the civil war in syria flown all sides talking at each other to date there hasn't been much with so many particularly since the u.s. keeps demanding between visual government be installed to replace assad can peace be fraught to serious if washington's only real goal is regime change. the journos have been specific tendency of seeking out negative stories about russia and what could be more negative than the possibility of a major terror attack when it comes to western media there is

a tendency to look at the caucasus emirate fro through the prism of what the russians do that is don't look at the idiology don't look at the actions of the caucasus emirate mujahideen instead look at the way the russians on occasion violate the political civil and human rights in combat in the job just. well if your mom in a lot of these policies i think you know. pleasure

to have you with us here on t.v. today i'm role research and. i have an example for you of you know i just saw my doctor and found out also had a sore back i've had three years. does any good from the time my back hurts every morning way they feel creaky that can put more we may you know takes me an hour to loosen up that showering isn't enough. when i watch the world cup on t.v. you mean i saw a commercial with franklin both we musician adam and me 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. while i look it up on the internet when i'm down that way because i went to the site they suggest it was miss rehab because he has the name is easy to recall so it happened to me.

that i. don't know the total tonnage stuff. the clock can. i keep watching the film but because he's talking about back. to when he's describing all these symptoms so accurately defense some places like being tired and sore at night. in the morning and you might scream we need to i'm creaky but i have the same symptoms i feel so i click there's a doctor to decide all. i would love. to feel

because she didn't want to rock. this is you discover all to. excel. i think you could. just say so he sure sounds trustworthy. but i'm surprised seekers rush to see this man a prominent medical professor. standing in front of the pfizer locos. is a modest person these logos are strategically located about what they want because one of my friends is a marketing specialist and then he turns percentage to marketing mix bigots if they live 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. does the doctor tell me. to sum it up secure yes it's like one hundred fifty thousand people reported every

year young people who do the science are easy to ignore it or you think 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 be it may become a serious disability up. scary. me but he reassures me ok maybe it's not very common but something can be very painfully made but it can be treated may and the treatment is fully covered by you look at your disposal you know steve did i give a shit what they ought to be i'm a traditional thinking missed it by cost issue we should all disposable to type but could you wash it to us if it didn't cause any problem unfortunately the drug has adverse side effects you dog it's long term effects are still an unknown quantity

going to be screwed with right there's good reason to think it affects the cardiovascular system that. it probably will and may also be a factor in cancer forgot to mention treatment cost one thousand eight hundred euros. i don't know how close and how the arm is 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 and we want to reduce the influence so we have more rational use medicine to get our all straight out with fake disease to show how pharmaceutical companies said of this is around us kind of paying to market their medicines we approached

market research agency we said we are working for a 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 knob to few can a long list have lost one winter fact fundies are meant to have to. look after us on. the campus of mr. favor save the present have faced a platter also come to the market of make ahead seven save the present is not better has are to waste for something that i've had a problem as i'm to help deliver a maybe same can but i call mean that i take it or. so we made this fall there are the nice lady with balloons with all that fits well with it because flattens 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 a good food this leaflet in the waiting rooms and they greet. 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 sprat the leaflet with a poster in the waiting rooms. and also we had a fair deals or of people suffering from federal and for example we used my daughter as

a fake patient who get called names by close mates 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. well maybe persons and and the soap let's discuss with with his wife that he

hasn't really a problem with flatlands. 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 flatulence campaign. a polyp it was announced in a special issue of the british medical journal in two thousand and three. in 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 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 thigh as i direct contained a beta blocker. it contained a. you know a sin hitter. 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 their 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 real diseases or illnesses. you have a one percent chance of getting. the q what's going on here i mean how much has meds 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 a 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 that's treated illness but it's an even greater rock to know when not to treat it and that's the dr we've lost and it's the author we've lost because the market doesn't understand not.

enough seats on students' minds to. listen to. something to listen to. one system. to feel better since.

it's a. very very strong with the. clock that sax. players. say sixty six. six six six six six six six six six six the first. speak your language. programs and documentaries in arabic it's

all here on. reporting from the world talks about six of the c.r.p. interviews intriguing story to tell you. the arabic to find out more visit our big. dog called. yes i feel it when i close my eyes i see people in books and. you know sometimes i think that your image in itself is a face covered by most. people in most on both sides of the barricades we do love. to listen to those sometimes it feels as if all of ukraine is no most.

coming off on our breaking news coming out of ukraine protesters once again filled the streets of the nation's capital demonstrators and local police continue to clash with some faint talent is already reported a look at the on the rest in ukraine just ahead today was a day of many champions in the sochi olympics numerous medals were awarded to dramatically shifting the current rankings we'll have the latest coming up and a new development for a russian man imprisoned in the u.s. u.s. authorities have finally agreed to allow a medical examination of the inmate this after russian authorities that show concern or his help warn that later in their show.