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DVD: 46 min.


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Reviews and Comments

"This doc pops the childproof lid off the bottle that is the pharmaceutical industry, exposing the way it sometimes manipulates sick folks to make a chunk of change for shareholders via better living through chemistry. Once you know the truth, you’ll want a Percocet or a Xanax."
-- San Diego CityBeat

"This expose on the consumer marketing practices of the pharmaceutical industry was an eye opener. We've all seen ads for drugs proliferate in the last few years. But, until we saw Big Bucks, Big Pharma we never realized the full breadth of the insidious marketing strategies of Big Pharma. Frankly, it kind of takes your breath away."
-- BuzzFlash

"Drug companies now spend more than $12 billion a year hawking the newest, most expensive brand-name drugs to patients and doctors in the U.S., regardless of whether those drugs are truly needed or any better than what's been available for years. Big Bucks Big Pharma is an incisive exposé of how marketing has infected everything doctors and patients learn about drugs, and a much-needed antidote to the tidal wave of self-serving drug company propaganda that dominates the airwaves. Anyone who ever prescribes or takes a pill should see this documentary."
-- Alex Sugerman-Brozan, the PAL Project

"I applaud you and the film Big Pharma, Big Bucks. I worked in the pharmaceutical industry for 16 years, and nothing in this film surprised me."
-- Anyonymous Pharmaceutical Company Employee

"Using excerpts from drug company advertisements as well as news reports on the pharmaceutical industry, the documentary raises important questions and presents options for consumer empowerment. . . If the United States is ever going to upgrade its healthcare system for all people, it will happen only if an informed public mandates change. Big Bucks, Big Pharma is a bitter pill to swallow but the prognosis is hopeful."
-- Thomas P. Healy, Journalist

“This documentary provides important information that addresses concerns regarding the manner in which prescription medications are being promoted to health professionals and to the public. [The interviewees] provide authoritative and insightful perspectives pertaining to the marketing of drugs. Their thought-provoking analyses and observations regarding the excessive and unbalanced marketing of medications challenge health professionals to evaluate their personal objectivity and commitment to be uncompromising in the quality and integrity of the care and services that we provide to patients. All health professionals would learn from viewing this documentary and would benefit from having a more complete understanding of the issues surrounding the marketing of drugs. Health professions organizations and colleges should include this documentary in their meetings and classes.”
-- Daniel A. Hussar, Ph.D., Remington Professor of Pharmacy, Philadelphia College of Pharmacy, University of the Sciences in Philadelphia


Big Bucks, Big Pharma
Marketing Disease & Pushing Drugs

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In this section:
Summary
Logistical Information
Biographical Summary
Reviews and Comments
Screenings and Festivals
Articles

Summary:

Big Bucks, Big Pharma pulls back the curtain on the multi-billion dollar pharmaceutical industry to expose the insidious ways that illness is used, manipulated, and in some instances created, for capital gain. Focusing on the industry's marketing practices, media scholars and health professionals help viewers understand the ways in which direct-to-consumer (DTC) pharmaceutical advertising glamorizes and normalizes the use of prescription medication, and works in tandem with promotion to doctors. Combined, these industry practices shape how both patients and doctors understand and relate to disease and treatment. Ultimately, Big Bucks, Big Pharma challenges us to ask important questions about the consequences of relying on a for-profit industry for our health and well-being.

Featuring interviews with Dr. Marcia Angell (Dept. of Social Medicine, Harvard Medical School; Former Editor New England Journal of Medicine), Dr. Bob Goodman (Columbia University Medical Center; Founder, No Free Lunch), Gene Carbona (Former Pharmaceutical Industry Insider and Current Executive Director of Sales, The Medical Letter), Katharine Greider (Journalist; Author, The Big Fix: How the Pharmaceutical Industry Rips Off American Consumers,), Dr. Elizabeth Preston (Dept. of Communication, Westfield State College), and Dr. Larry Sasich (Public Citizen Health Research Group).

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Logistical Information:

Producer & Editor: Ronit Ridberg

Biographical Summary:

MARCIA ANGELL, M.D.
Senior lecturer at Harvard Medical School’s Department of Social Medicine and former editor in chief of The New England Journal of Medicine, Marcia Angell is a nationally recognized authority in the field of health policy and medical ethics, and an outspoken critic of the health-care system. Dr. Angell is the author of The Truth About the Drug Companies: How they Deceive Us and What to Do About It and Science on Trial: The Clash of Medical Evidence and the Law in the Breast Implant Case.

GENE CARBONA
Gene Carbona is currently The Executive Director of Marketing and Sales for The Medical Letter, Inc., publishers of The Medical Letter on Drugs and Therapeutics and Treatment Guidelines. Prior to joining The Medical Letter, he was employed by the world’s largest drug company, Merck & Co., Inc. His 12-year tenure as an industry insider informs his current responsibilities at The Medical Letter, as he now shares his personal accounts about the strong biases that exist within pharmaceutical promotion. His forthcoming book, Sex, Drugs and Quid Pro Quo, explores his perspective on the topic.

BOB GOODMAN, M.D.
Bob Goodman is a practicing general internist in New York City and on the faculty of the Department of Medicine at Columbia University College of Physicians and Surgeons. In response to burgeoning promotional efforts by pharmaceutical companies, he established the non-profit No Free Lunch with the goal of encouraging evidence-based rather than promotion-based health care delivery and providing a vehicle through which doctors can advertise their critical, clinical independence from drug companies.

KATHARINE GREIDER
Katharine Greider is the author of The Big Fix: How the Pharmaceutical Industry Rips Off American Consumers. Her work as a freelance writer has appeared in many publications, most recently the AARP Bulletin, The New York Times and American Legacy.

LARRY D. SASICH, PHARM.D., M.P.H., F.A.S.H.P.
Larry D. Sasich is Assistant Professor of Pharmaceutical Sciences at LECOM School of Pharmacy. Prior to this position, Dr. Sasich worked for 10 years as a research analyst at Public Citizen’s Health Research Group in Washington, DC. His major responsibilities were related to issues involving the Food and Drug Administration, access to drug information for consumers, drug safety, and the cost of prescription drugs. He is the co-author of Worst Pills, Best Pills and the primary contributor to Worst Pills, Best Pills News, a newsletter written for consumers about drug safety.

ELIZABETH PRESTON, PH.D.
Elizabeth Preston is the Department of Communication Chair at Westfield State College. She has taught a range of courses including Issues in Advertising, Media Criticism, and Consumer Culture; her research areas also include direct-to-consumer marketing of pharmaceuticals, and general marketing to children.

Screenings and Festivals:

Rencontres internationales du documentaire de Montréal 2006

Click here for a list of scheduled community screenings or to host your own!

Articles:

Organizations and their Website Links

No Free Lunch: A non-profit organization whose mission is to encourage health care providers to practice medicine on the basis of scientific evidence rather than on the basis of pharmaceutical promotion.

Public Citizen Health Research Group: Promotes research-based, system-wide changes in health care policy and provides oversight concerning drugs, medical devices, doctors and hospitals and occupational health.

Consumer Reports: Consumer Reports is an independent nonprofit organization whose mission is to work for consumer rights and empowerment. Consumers Reports now has a new online video series that tracks and reports on TV drug ads.

Consumers International: An independent non-profit organization that works for consumer rights and to hold corporations accountable, specifically in the areas of climate change, unethical drug promotion, sustainable coffee, and consumer protection.

Worst Pills, Best Pills: A searchable, online drug database that provides comprehensive information about 538 prescription drugs and warns of 181 drugs that are unsafe or ineffective. A project of Public Citizen HRG.

The Medical Letter on Drugs and Therapeutics: An independent, peer-reviewed, nonprofit publication that offers unbiased critical evaluations of drugs, with special emphasis on new drugs, to physicians and other members of the health professions.

American Medical Student Association (AMSA) PharmFree Campaign: Aiming to revitalize professionalism in medical education – to teach medical students about the ethics of drug company interaction with health professionals and encourage them to make the rational, informed decision to eschew “free” gifts from the pharmaceutical industry.

The Prescription Access Litigation (PAL) Project: Works to make prescription drug prices more affordable for consumers, using class action litigation and public education.

IMS Health Top Line Industry Data: Statistics of current and past years’ topline US and global pharmaceutical trends. Key indicators include: leading companies, leading products, leading therapeutic classes, promotional spending, and leading channels of distribution – as measured by prescription sales and dispensing.

Recommended Reading:

· Angell, Marcia, THE TRUTH ABOUT THE DRUG COMPANIES: How They Deceive Us and What to Do About It.

· Greider, Katharine, THE BIG FIX: How the Pharmaceutical Industry Rips Off American Consumers.

· Robinson, Jeffrey, PRESCRIPTION GAMES: Money, Ego, and Power Inside the Global Pharmaceutical Industry.

· Moynihan, Ray and Alan Cassels, SELLING SICKNESS: How the World’s Biggest Pharmaceutical Companies are Turning us all Into Patients.

· Abramson, John, OVERDOSED AMERICA: The Broken Promise of American Medicine.

· Kassirer, Jerome, ON THE TAKE: How Medicine’s Complicity with Big Business Can Endanger Your Health.

· Avorn, Jerry, POWERFUL MEDICINES: The Benefits, Risks, and Costs of Prescription Drugs.

· Wolfe, Sidney, Larry Sasich, and Peter Lurie, WORST PILLS, BEST PILLS: A Consumer’s Guide to Avoiding Drug-Induced Death or Illness.

· Law, Jacky, BIG PHARMA: Exposing the Global Healthcare Agenda.

Recommended Documentaries and Films:

Dangerous Prescription Produced and directed by Andy Leibman; Aired on Frontline. More than a dozen dangerous drugs have been pulled off the market since 1997. Why were they approved in the first place? An Investigation of America’s drug safety system.

The Other Drug War Written, produced and directed by Jon Palfreman & Barbara Moran; Aired on Frontline. America’s war over prescription drugs has dragged on for nearly twenty years. Why are the drugs so expensive? And can prices be controlled without jeopardizing innovation?

Selling Sickness: An Ill for Every Pill Directed by Catherine Scott, Produced by Pat Fiske, Co-Written by Ray Moynihan, and Distributed by First Run Icarus Films. Selling Sickness exposes the unhealthy relationship between society, medical science and the pharmaceutical industry.

Sicko Directed by Michael Moore. In theatres now. Opening with profiles of several ordinary Americans whose lives have been disrupted, shattered, and—in some cases—ended by health care catastrophe, the film makes clear that the crisis doesn't only affect the 47 million uninsured citizens—millions of others who dutifully pay their premiums often get strangled by bureaucratic red tape as well.

Side Effects Written and directed by Kathleen Slattery-Moschkau. A coming of age comedy whose main character is a drug company sales rep, based on the director’s decade-long experiences employed by the pharmaceutical industry.

Articles:

The Drug Pushers, by Carl Elliott in The Atlantic Monthly.

Public Library of Science, Issue on Disease Mongering.

Reviews

NEW DOCUMENTARY TAKES THE LID OFF PILLBOX | M. Braunstein
Omaha Weekly Reader | June 20, 2007


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