Prologue 1. Selling to everyone - High cholestorol 2. Donuts for the doctors - Depression 3. Working with celebrities - Menopause 4. Partnering with patients - Attention deficit disorder 5. Making risks into medical conditions - High blood pressure 6. Advertising diseases: Premenstrual dysphoric disorder 7. Shaping public perceptions - Social anxiety disorder 8. Testing the markets - Osteoporosis 9. Taming the watchdogs - Irritable bowel syndrome 10. Subverting the selling - Female sexual dysfunction Epilogue - What can we do?
Ray Moynihan has been covering the business of healthcare for almost a decade, first with the ABC and the Australian Financial Review, and more recently with the British Medical Journal, where he is a visiting editor. He is a regular contributor to the New England Journal of Medicine and Lancet and was a Harkness Fellow in health care policy based at Harvard University. His TV documentary on the selling of sickness was recently screened on SBS. Alan Cassels is a Canadian science writer.