Sunday morning the CBS morning show did a story on one way that drug companies market new prescription drugs to consumers. According to the story, when drug companies have a new drug that they want to market for a particular disease or disorder, they hire ad agencies to come up with a new name for the disorder--something that is palateable to the consumers, a nice acronym that consumers feel comfortable using with their doctors, like ED (erectile disfunction) instead of impotence. On the story, the ad agency team was trying to come up with a new name for arthritis. One suggestion was PJD--progressive joint degeneration. I'd be willing to bet that we start hearing that one on TV commercials very soon.
I have very mixed feelings about all this. On the one hand, I am glad that I can do research and find out what might be wrong with me so that I can, along with my doctor, make an educated choice about my treatment. However, this proliferation of new disorders and new drugs is making people feel that they can take a magic pill to cure every little ache or pain that they have. TV commercials urge viewers to "Ask your doctor if (fill in the blank) is right for you." How many suggestible people have, after watching a commercial, decided that they have a certain disorder and called the doctor's office to get an appointment for the purpose of obtaining a prescription for that drug? Many, I'm sure. If the commercials didn't work, the drug companies wouldn't pay to air them.
This is just another symptom of our society's obsession with having all that we want when we want it. Instead of changing our eating habits in order to keep from having acid reflux, for example, we just pop a pill every day so that we can keep on eating crap. Rather than deal with our problems and decide to have a positive outlook on life, we take an anti-depressant pill every day. Because we are too lazy to do the work or make the necessary sacrifices in order to have better health, we'd rather depend on a pill to do the work for us, and if that pill doesn't work, some other drug company makes another pill that surely will work. And on top of that, we complain about the prices of prescription drugs and the fact that drug company executives make tons of money, but we keep on lining their pockets out of our laziness and complacency.
What is the matter with us? I'm sure that as soon as someone figures it out, we'll have a new disorder and a drug to treat it.