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Article Excerpt
Yes, we knew that the pharmaceutical industry has been creating new diseases for at least four decades (recall how menopause became a hormone-deficiency disease curable by taking estrogen for the rest of your life). But the author of Our Daily Meds, a new book by journalist Melody Petersen, shows that one drug company, Pharmacia, was not shy about acknowledging it publicly.
Overactive bladder was created by Pharmacia in the mid-1990s in order to sell its new drug Detrol. (See TV ads with this obnoxious voice-over: "Gotta go, gotta go, gotta go right now.") Petersen, then a business reporter for The New York Times, describes how she covered the 2003 Pharmaceutical Marketing Global Summit in Philadelphia, where Neil Wolfe, Pharmacia's vice president, outlined the steps taken to make Detrol into the $3 billion a-year-product it is today. The first slide of his presentation: "Positioning Detrol (Creating a Disease)."
Detrol was initially intended as a treatment for urinary incontinence, but the market for this condition was too small, and a cheap alternative drug was already...
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