Big Bucks, Big Pharma – Marketing Disease & Pushing Drugs (2004) pulls back the curtain on the multi-billion dollar pharmaceutical industry, to expose the insidious ways that illness is used, manipulated and in some instances, created, for capital gain.
Focusing on the industry's marketing practices, media scholars and health professionals help viewers understand the ways in which Direct-To-Consumer pharmaceutical advertising and promotion to doctors glamorizes and normalizes the use of prescription medication. Combined, these industry practices shape how both patients and doctors understand and relate to disease and treatment.
Ultimately, Big Bucks, Big Pharma challenges the viewers to ask important questions about the consequences of relying on a for-huge-profit industry for their health and well-being. The viewer needs to be aware of the fact that to the pharmaceutical industry disease is ultimately a good thing… It's their only source of income and reason for existing.