Making a Market in Antipsychotic Drugs: An Ironic Tragedy

To begin their market campaigns for the newer antipsychotic agents, the drug companies created the myth that these products were not as dangerous as the old antipsychotic drugs, which were becoming recognized as highly toxic. Especially hard to ignore, it was demonstrated that the old antipsychotics cause tardive dyskinesia, a disfiguring and sometimes disabling array of abnormal movements in 5-8 percent per year cumulative of otherwise healthy patients and more than 20 percent of older patients. But even the unproven and ultimately false claim that the newer drugs were safer could not make a huge market for them. Even if these were wonder drugs, they were wonderful for a relatively tiny percent of the population. The drug companies had to create a new patient population market and that market became "bipolar disorder."

Once much rarer than schizophrenia, bipolar disorder would soon become one of the most common diagnoses made in medicine and psychiatry.

Hmmm, Imagine that. A product was developed. Then an existing delivery system was tapped to market the product to consumers. Became widely popular. And than a legislative program was developed and is being implemented to expand a widely popular product into a regularly used everyday household name.

Sound familiar?