'We’ve all seen them in newspapers and magazines, on TV and the Internet -- cheerful people in glossy, picturesque ads claiming that by taking a little magic prescription pill their lives were immeasurably improved.
As the TV ad fades, a cautionary voice quietly recites a host of “risk factors,” potentially catastrophic consequences that could result from taking the magical pill. One can’t but wonder if the cure is worse than the ailment.
A well-known ad features Dr. Robert Jarvik, a pioneer in the development of the artificial heart, pitching Pfizer’s cholesterol drug Lipitor. He comes across as a trusted expert with your best interest at heart, but viewers would not know that he is neither a cardiologist, nor licensed to practice medicine. (Lipitor’s 2009 sales were $5.4 billion.)'
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