Butterflies waft across a beautiful field of spring flowers. A delightful young family bicycles joyously down a country lane. A couple on a park bench leans sensually into each other. A 40-something woman's face radiates with both perfect beauty and internal happiness. "All's right with the world," is the message... as long as you've taken your dosages of Lunesta, Celebrex, Cialis, and Botox.
Welcome to medicated America, where the fix for every problem--from incontinence to erectile dysfunction, stiff joints to mood swings, weight gain to wrinkles-- is just a prescription away. Thus the beautiful images, stirring music, attractive actors, and soothing words in the omnipresent, multibillion-dollar kaleidoscope of drug advertising by Pfizer, Merck, Eli Lilly, Johnson & Johnson, and other giants of Big Pharma--all pitching their particular brand-name nostrum directly at us hoi polloi (the industry spends a fourth of its income on ads and other promotions, nearly double its expenditures on research and development). The corporate come-ons typically conclude with a phrase that has achieved cliche status in America's vernacular: "Ask your doctor if 'Suprema Wundercure' is right for you."
The better question, though, is one that cartoonist Dan Piraro expressed in one of his "Bizarro" panels: "Ask your doctor if playing into the hands of the pharmaceutical industry is right for you."
One would assume that in a rich, medically advanced, health-conscious nation like ours, dicey decisions about whether to allow a particular pharmaceutical product into our bodies would be among the most rational we make--as determined by (1) the best science available, (2) the strict moral duty of medical purveyors to "First, do no harm," (3) good government regulation, and (4) the profession's fear of public reproach and legal punishment. One would, however, be wrong on all counts:
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