You can’t watch more than ten minutes of television these days without seeing at least one commercial for some kind of prescription pill that promises relief from any variety of conditions. The ads are cheerful, whimsical, annoying, seductive, and sometimes nauseatingly hokey. But they work.
The ads, that is. And they should, given the price tag. Results from a study released this week at York University showed that the U.S. pharmaceutical industry spends approximately “twice as much on promotion as it does on research and development.” (The industry denies the estimate.) Big Pharma clearly wants us to believe in the power of their products.