it's a built in the lap. caught on or thought you had it thank you musta. been with a lot of credit imo now out of your kick out of the you in this is so high can you up so good at city courtsey i cannot i had some that i can mess around so you're not better that's a cord see across a horse with a just so nice hi sing no i'm a dick on a kink you get more. honest than. corker i got the you know what i got to show that they must what we saw in japan was something that's called

a mega marketing project and mega marketing is the a tend 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 his car. and. it's. the japanese psychiatric community had a view. that depression was a was a rare. disorder in 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 statement 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 anti 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 on studio was

a word that stood for major depression and so they built an ad campaign a slogan that would make it feel more comfortable for people because of people heard that word depression. meant to them 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 so many people have it then it can be all that bad. secondly while the japanese are big consumers of and ability and stuff and they meant to them cold that's tradable. can be treated with

a product. and finally the soul so the 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 mild 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 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 can cut it out of that means

that he got out and he died. that didn't need any. other woman i knew we had to guess you know that's something. you know it's a. story and i am. 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 he's taking a 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 interest diverts 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. interest 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 a 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 had to. wanting out of 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 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 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 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 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 the

we didn't see that and 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 goggles 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 a real. you don't get his aunt to do was on to it could be just one of the piece that it's pointed out to the kid was aunt 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 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.

and rushed. being gay is not criminalised there absolutely no punishment for being gay in russia the only thing that occludes is spreading information family information on nontraditional sexual behavior what are you going to legislate against couples to swing you know who. you know trade partners or is it only a certain type of sex that you're legally able to you know it is so. propaganda you know it's so unclear.

winter is when this horror of comes to life. always is palm trees are being harvested. people are waiting for the biggest event of the year. the desert festival. this is true and that is. leading camel races have spent the last year preparing for the grueling marathon. the day before the race there's a heavy sound still overcoming the power of nature is a never ending challenge. so does it went to the nazi. going to extremes all across europe rightwing anti e.u. parties and groups are gaining strength and in some cases respectability what

accounts for this hard economic times are the growing alienation and frustration with the euro project could be said the new right is really the old right so we're in a nice suit. 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. these any kind my back hurts every morning way they feel creaky 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 mean i saw a commercial with frank lebeau we musician no money said i might have spondylitis it was old. and it can be treated i'll buy so when i'm home what do i do. while i look it up on the internet when i found it. i went to the site they suggest it was mis read up as can see because the name is easy to recall so it's happened do me. good to. know this for you to listen to that when it starts on a truck you can think of it not to mention. i keep watching the film human but if you know loans because he's talking about

back. then he's describing all these symptoms so accurately defense song 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 feel we need to i'm creaky left i have the same symptoms something when you are first so i click there is a doctor said all of this so she did also do it with a. whole bunch of pictures the decepticons shot if you don't get up walk walk. this is your disco ball to. us. i'm 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. is a modest person these logos are strategically located what. one of my friends is

a marketing specialist specialist to 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 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. it can be very painful maybe but it can be treated and the

treatment is fully covered by you. think your issue but they are. missed by close issue we should all disclose. 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. mention treatment cost one thousand eight hundred euros . now. 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 and we want to reduce the influence so we have more rationally manison 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 bush have lost from been tight from days of mensa have to. look at. who the company of mr mckay. to save the present have to face look across the aisle scum to

. make a had session save the post and if not more it better has archways for something that i've had problems as i'm to help 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 are using happy patients because the problem is solved. we want 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 sprout the leaflet with a poster in the waiting rooms. and also we had some fear 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 thousand euros and one of the. maybe a person. in the soap would discuss with with his wife that he has 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 liaison 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 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 poly fill in its theoretical form contained

a thigh as i direct contained a beta blocker. it contained a. an ace inhibitor. 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 others 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 love 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 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 straighten 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 author we've lost because the market doesn't understand not. enough seats on students and i asked. the policeman to lindsay. it's going to problems that it seemed to. be to confuse one system.

to feel better so. if you see greece if you see france and they have such different problems and possibilities of a china me off of an economical possibilities the smaller you have to entities easier and perhaps in a certain way the european union can also learn something from switzerland in that regard. to. follow some. rights. the. pain of the young girls cammo for the future han or.

her subject. two and three hundred million guns united states so you can act like they're not here and keep kids away from them. the pass' that is they learn you know i mean this teaches them a lot of are a responsibility and simply come to pay through the eyes of children if we can't do it for our children for our future. as a country will solve. this immediate leave us so we leave them to be. part of the scene bush and she truly play your part of the physical. issues that no one is asking with the guests that you deserve answers from it's all on politics only on r t.

the two thousand and fourteen winter olympics games marked by phenomenal athletic performances concluded with an enchanting a spectacle the night sky of sochi sparkling with the world's eyes glued to the breathtaking closing ceremony. with the olympic flame extinguished we look back at the intense competition the sensations of the games as well as the top notch support from the spectators. and in other news ukraine moves closer towards it splitting apart the opposition dominated parliament appoints its own acting ministers and president while the south east refuses to bend to its will with the head of state nor to be found.