From the Book - Regular Print
Prologue: Selling sickness ix --
1 Selling to everyone: High cholesterol 1 --
2 Doughnuts for the doctors: Depression 22 --
3 Working with celebrities: Menopause 41 --
4 Partnering with patients: Attention deficit disorder 61 --
5 Making risks into medical conditions: High blood pressure 82 --
6 Advertising disease: Premenstrual dysphoric disorder 99 --
7 Shaping public perceptions: Social anxiety disorder 119 --
8 Testing the markets: Osteoporosis 139 --
9 Taming the watchdogs: Irritable bowel syndrome 156 --
10 Subverting the selling: Female sexual dysfunction 175 --
Epilogue: What can we do? 196.
