| In light of recent correspondence in the pharmaceutical press regarding
marketing strategies of the pharmaceutical industry and potential conflicts
of interests between industry and health care professionals, I consider
that this book, which provides a clearly written, and well referenced
and concise meta view of pharmaceutical business ethics, may offer pharmacists
a fascinating analysis of the world of marketing and advertising. Although
not particularly aimed at an academic audience, it would be a concise
introduction to those who take a keen scholarly interest in corporate
social responsibility and the social implications of corporate wealth
and power.
Although one might consider that there is no need to create demand in
the health care industry, Moynihan and Cassel’s critique explores
how, particularly over the past decade, new tactics have been devised
to create demand by shaping the Western world’s perception of health,
exploiting societal fears and human frailties. As the authors contend: “It
seems that before becoming healthy we must all recognise we are sick.”
Primarily set in Australia, New Zealand and the US, the book sits as
an acute reminder of why the regulations in the UK, that control direct
to consumer advertising stand firm. Each chapter looks at a specific
condition, eg, high cholesterol, depression, attention deficit hyperactivity
disorder, the menopause, social anxiety disorder and osteoporosis, and
describes how market demand can be cultivated by disease-mongering tactics
that include “a blurring of the boundaries between normal life
and treatable illness”.
The authors describe how companies have sponsored local patient groups
and public campaigns to raise awareness about certain disorders, painting
a picture of under-diagnosis and empowering the public to take responsibility
for their own health, driving demand for treatment. As chapters progress
we learn
about the lack of transparency in the relationships between medical professionals,
the media and the industry, how perceptions of risk can be manipulated,
how celebrities can be employed to exercise loopholes in advertising
laws and how definitions can be widened. Risks become medical conditions
and the naturally occurring ups and downs of life become labeled as mental
conditions.
The final chapter sets the scene for how the status quo can be challenged
and supports the existence of publicly funded bodies, like the National
Institute for Health and Clinical Excellence in the UK and the Cochrane
Collaboration, which have found ways to review rigorously scientific
studies and provide unbiased reports about particular treatments. As
the authors suggest, working out the boundaries between sickness and
health is not an easy task, but the ease with which medical labels can
be applied to mild and temporary conditions must be considered an ethical
concern. Overall, I found this book an entertaining and thought-provoking
read that reminds us how easily consumers can be exploited. I would recommend
it as essential “holiday” reading to all pharmacy and medical
graduates.
Jean Malcolm
(a medicines management pharmacist at Caerphilly Local Health
Board, South Wales)
|
The
Pharmaceutical Journal