“The drug companies do most of their promotion from behind the scenes, using tactics that are almost impossible to recognize as promotion,” according to Melody Petersen, author of a new book called Our Daily Meds: How The Pharmaceutical Companies Transformed Themselves Into Slick Marketing Machines And Hooked The Nation On Prescription Drugs. “For instance, when a company wants a group of patients to be advocates for a new medicine, some companies have simply created a group that looks like a heart association or a cancer society, but is little more than a creation of a public relations firm working to sell that drug.”
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