see arabic to find out is it arabic don't.

get to feel it in the lap. coke or don't know cause i thought you had taken my stuff. and well now i know it's a lot of good it will now out of your kick out of you in this is so high can you up so good at that city courtsey i cannot i had said that i think that's a severe not that a lesser quality across a horse with a just say nice i see no i mean take on a kink you are there more. honest than a. cork of the out of the yoke with all that to show us that they must when we saw in japan was. 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. 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 normalize 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 and the oh it 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. 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 know 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 ability and stuff and that meant to them cold it's treatable it can be treated with

a product and finally the soul. sort of very very poor at it 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 models 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 could kind of bettering the

still very good many died. that didn't need it. i don't know and i knew we had to guess and i want to tell. me no it's not a. story and i. presume 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 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 medical journals. 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 had the best of. all the 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 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 it 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 is been to get control of to co-opt doctors who have no the two 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 the commercial bias of course science is imperfect it's always imperfect but the 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 was to give them a little bit still have a question mark which do you remember will put a little bit off some of. the lucky don't get his aunt. to just one of the piece that they'll respond enough to think it was aunt sally's all of admits. he

delimited i think what the internet 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 your approaching your doctor not from 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.

transit. you all best way to the heart of moscow and russia at least being gay is not criminalised there are absolutely no punishment for being gay in russia the only thing that. is spreading information favorability for mission on nontraditional sexual behavior is what are you going to legislate against couples if you swing you know who. you know trade partners or is it only a certain type that you're legally able to you know it is so.

propaganda you know it's so unclear. to the. technology innovation hall believes developments from around russia

we've. covered. i have an example for you of you know i just saw my doctor and found out also about your service i have had three years. does any good from the time my back hurts every morning way they feel creaky that can put more where ye may 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 for franklin book 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. well i look it up on the internet when i'm down that way they don't because i went

to the site they suggest it was mr yes because he has the name is easy to recall so it's happened to me. since. it's just for. a good. job it's clear title to top and it's not going to talk you can. chill. i keep watching the film human but if you know because he's talking about back. to when he's describing all these symptoms so accurately the first song places they like being tired and sore at night. in the morning and you must create the feel we need to i'm creaky left i have the same symptoms when yash i first so i. there's

a doctor said all. the above to the decepticons shot if they don't want to walk over. this is your disability. but i'm six year old. 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 these logos are strategically located what. one of my friends is a marketing specialist and then there is the 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. does 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 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 may and the treatment is fully covered by you go to school get your state get a good idea regime to make the biggest. issue we should all disclose. to could you why should the us if you could present a problem unfortunately the drug has adverse side effects. when the ball hits long

term effects are still unknown but i say that would be screwed with right there's good reason to think it effects the cardiovascular system that. it probably won't and may also be a factor in cancer forgot to mention treatment cost one thousand eight hundred euros. thank you how close and have our capsis. 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 madison 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 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 knob the few canadian those have lost from winter fact from days of mensa have to. look at plaster us on. the campus of missing god. save the present have faced little plaster also come to the market of make ahead seven saves the person is not not better has articulated for something that i've had a problem as i'm to help deliver a maybe same can but i've never had to. so we made this folder or the nice lady with balloons we thought it fits well

because flatlands 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 we could 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 sprout the leaflet with the poster in the waiting rooms. and also we had some fair deals or of people suffering from

fattal 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 and 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 in the soap discuss. with his wife that he has 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 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 at the poly 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 pollen fill 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 point 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 real diseases or illnesses. you have a one percent chance of getting. the q what's going on here i mean how much has mets 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 have to give a truck and straighten in this but it's an even greater rock to know when not to treat it and that's the doctor we've lost since the author is lost because the

market doesn't understand not. enough seats on students announced. the release of in two minutes you. know it's going to problems that it seems to. be called stump speech you confuse one system. coming up with. the feel better soon. follow so called. rights.

of. pain from young girls cammo for the future hunter. her son between two and three hundred million guns united states so you can act like they're not here and keep kids away from them with. the plaza sound is a large you know i mean this teaches them a lot of rough spots ability to simply come to faith through the eyes of children if we can do it for our children for our future what was the country before.

the day's top news i never owned up of the week's headlines here on artsy it's a big day for the big games as twenty fourteen prices for the closing ceremony there's still plenty of drama laughed off the top of the medal table we'll be bringing you the highlights in just a minute. sorts then transformed that league battles in kiev leads to the worst political crisis in ukraine has seen with the opposition taken control of parliament and moves the president calls a coup also. putin's fingerprints all over their current chaos and it appears that putin is study fully in ukraine and to russia rhetoric takes center stage in the western coverage all the evidence and you crying despite the fact this the e.u. and the u.s. politicians.