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 glamorizes and normalizes the use of prescription medication, and works in tandem with promotion to doctors. 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 ultimately to the pharmaceutical industry disease is a good thing… It's their only source of income and reason for existing.