"I'm addicted to Altoids. I call them 'acting pills."
Got heartburn? There is a purple pill for that. Having intimacy issues? There is a blue pill for that. Feeling a little depressed? There is a yellow pill for that. In fact, no matter what you may feel or not feel there is likely a pill for it. While the US and most global economies are expected to continue either negative or anemic growth over the next few years, the prescription drug market is slated to grow at 4% - 7% each year. It will be a staggering $1 trillion by 2013; globally. Think about the fact that a bottle of pills costs a few dollars and now think about that $1 trillion number again. In China the market is growing at double their GDP rate, more than 20% per year, and will be worth $80 billion in the next couple of years. However, it will take many, many more prescriptions before China comes close to overtaking the number one pill popping nation in the world, the United States of America. The U.S. market will retain its top spot and be worth a frightening $355 billion a year, by 2013 (source: IMS Health). It will remain just over a third of the global total for the foreseeable future and you can bet that the drug companies are working hard to keep you popping those little coloured pills.
When most people talk about the drug problem in the United States they think about Mexican cartels and mules smuggling heroin and cocaine in their body cavities. You might be surprised to learn that it is in fact prescription drug abuse that is the US’s fastest-growing problem. In fact, there have been marked decreases in the use of illegal drugs like cocaine, while over a third of children over twelve years of age who used drugs for the first time began by using a prescription drug, non-medically. Over 70% of people who admit to abusing prescription pain relievers got them not from their neighbourhood drug dealer, but from friends or relatives; only 5% bought them from a dealer (source: National Survey on Drug Use and Health). A separate study, the nation’s largest on drugs, found that “prescription drugs are the second-most abused category of drugs after marijuana.” (source: Monitoring the Future study). Statistics show that the number of people who died in one year from overdoses of prescription drugs alone is more than 6 times the number of people who died from overdoses of all other illegal drugs combined. And the number of emergency room visits attributable to the abuse of prescription drugs increased by 97 percent from 2004 to 2008 (source: US Department of Justice, 2011).
So the question I have to ask is, why? Why is America so much more dependent than any other nation on these little coloured pills? Let’s start with the simple fact that I have not seen a single TV advertisement break without a prescription drug advertisement of some kind - on any channel. These are also not regular ads that inform you about a problem or potentially life threatening symptom. In fact, they are actually designed to convince you that no matter what you may or may not feel, you have a problem that requires a pill. Things that the majority of the world considers simple everyday emotions or the normal, natural ups and downs of life are anything but that in America. Put simply, if you get fired from your job, I think it’s quite normal to feel upset and a little depressed about it. However, once you are done feeling sorry for yourself, I would expect that you pick yourself up and go get another job. Seems pretty normal, but not in America. Here people are bombarded day and night with ads that tell them that these seemingly natural, healthy emotional ups and downs of life are actually a medical or chemical imbalance that requires urgent treatment. The pharmaceutical industry spent the GDP of a small country, $4.5 billion, on advertising in 2009 alone, and for their effort Americans rewarded them by spending over $200 billion on prescriptions (source: GOOD and Stanford Kay, Fast Company, 2010). It is the kind of return on ad spends that any client would die for.
Doctors are the other half of this problem. In 2009, if you add up all the prescriptions doctors wrote, it adds up to more than the entire U.S. population (source: GOOD and StanfordKay, Fast Company, 2010). Pharmaceutical companies have long been “plying physicians with the five-star meals, expense-paid trips, and scores of logo-emblazoned freebies that critics have long argued have a subliminal — if not a tit-for-tat — influence on prescribing practices.” (source: Pill Girl Report). Turns out that 20 cents to 30 cents of every dollar spent on our health for scans, operations, treatments, hospitalizations, and surgeries are completely unnecessary or ineffective and do nothing to improve our health (source: “Overtreated” by Shannon Brownlee). That’s not all; recently doctors went as far as creating a new disease called “Fibromyalgia.” The doctor who discovered this disease admitted later that he made it up, but over the years a powerful pharmaceutical lobby with a pill in hand has turned it into an acceptable diagnosis. Today, the Mayo clinic describes Fibromyalgia as “a disorder characterized by widespread musculoskeletal pain accompanied by fatigue, sleep, memory and mood issues.” I am no doctor but that description pretty much sums up how every person I know feels after thirty. The Mayo clinic also goes on to say that “while there is no cure for fibromyalgia, a variety of medications can help control symptoms. Exercise, relaxation and stress-reduction measures also may help.” The medical fraternity remains deeply divided on this and most doctors do not consider fibromyalgia a medically recognizable illness. In fact, many argue that the diagnosis actually leads to a worsening of the condition because it causes patients to obsess over basic aches and pains (that come with age, arthritis, etc.) that the majority of people simply tolerate. Whether you believe Fibromyalgia is real or not, what nobody can argue about is the fact the prescription pill for it, called Lyrica, has some very serious side effects that include severe weight gain, dizziness and edema.
Consider that 9 of the top 10 drugs prescribed in America, in 2009, were for treating depression and anxiety (source GOOD and StanfordKay, Fast Company, 2010). I guess we can surmise that in the wealthiest nation on earth, one with the highest standard of living and arguably the greatest creature comforts, we have the most anxious and depressed people in the world. If that is true then all I can say is God help the rest of us!