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261
   
the first “product of the pharmaceutical industry”
: Callahan and Berrios,
Reinventing Depression
, 109.

 

262
   
14 million prescriptions
: Ibid., 112.

 

262
   
“penicillin for the blues”
: Ibid., 106.

 

262
   
“It’s hard to appreciate the difficulty”
: Martin, “Pharmaceutical Virtue,” 161.

 

262
   
“chemical revolution in psychiatry”
: Ayd,
Recognizing the Depressed Patient,
iii.

 

262
   
“depressions are among the most common illnesses”
: Ibid., 5.

 

263
   
“Not all depressed people require the services”
: Ibid., 117.

 

263
   
“Many melancholics can be cared for”
: Ibid., 119.

 

263
   
“treatment can be just as effective”
: Ibid., 119–20.

 

263
   
“to explain to the patient”
: Ibid., 117.

 

263
   
“Depressed people are very suggestible”
: Ibid., 119.

 

263
   
You have an illness called a depression
: Ibid., 117.

 

264
   
“I found a musicologist”
: Martin, “Pharmaceutical Virtue,” 161.

 

264
   
We gave this to doctors
: Ibid.

 

265
   
one sales rep for every eight doctors
: Callahan and Berrios,
Reinventing Depression
, 110.

 

266
   
the dangers of “mood drugs”
: Shorter,
Before Prozac
, 117.

 

266
   
“other products which also affect the mind”
: Callahan and Berrios,
Reinventing Depression
, 112.

 

266
   
one of “the most frequently abused drugs”
: Shorter,
Before Prozac
, 118.

 

266
   
“these drugs have produced”
: Ibid., 117.

 

266
   
“the greatest commercial success”
: Shorter,
Before Prozac,
99.

 

267
   
their sales continued to languish
: Callahan and Berrios,
Reinventing Depression
, 111–12.

 

268
   
a team at Eli Lilly
: Wong et al., “A Selective Inhibitor of Serotonin Uptake.”

 

268
   
this wasn’t in the company’s game plan
: This story can also be found in Shorter,
Before Prozac,
177, and Healy,
Antidepressant Era
, 167–68.

 

268
   
zimelidine syndrome
: Shorter,
Before Prozac
, 174.

 

269
   
the company was finally interested
: Bremner, “Fluoxetine in Depressed Patients”; see also Wong, Bymaster, and Engleman, “Prozac (Fluoxetine, Lilly 110140) the First Selective Serotonin Uptake Inhibitor.”

 

270
   
they suddenly can’t reach orgasm
: Nurnberg et al., “Sildenafil Treatment of Women,” 395.

 

270
   
nearly 70 percent
: Lin et al., “The Role of the Primary Care Physician in
Patients’ Adherence to Antidepressant Therapy,” 70; see also Nurnberg et al., “Sildenafil Treatment of Women.”

 

270
   
“similar findings”
: Leber, “Approvable action.”

 

270
   
antidepressants had become
: Spielmans et al., “The Accuracy of Psychiatric Medication Advertisements in Medical Journals,” 268.

 

271
   
“Unfortunately, our internal policies”
: Ibid., 271.

 

271
   
80 percent of “high prescribers”
: Neslin, “Executive Summary: ROI Analysis of Pharmaceutical Promotion,”
www.rxpromoroi.org/rapp/exec_sum.html
. See also Hunt, “Interaction of Detailing and Journal Advertising,”
www.rxpromoroi.org/pdf/interaction_whitepaper.pdf
.

 

271
   
after reading in the
Journal of the American Medical Association: See, for instance, Hirschfeld et al., “The National Depressive and Manic-Depressive Association Consensus Statement on the Undertreatment of Depression,” and Kessler, “The Epidemiology of Major Depressive Disorder.”

 

272
   
four times more likely
: Olfson and Marcus, “National Patterns in Antidepressant Medication Treatment.”

 

272
   
the drug’s $1.5 billion in sales
: “Prozac Making Lilly a Little Edgy,”
BusinessWeek
, June 22, 1992.

 

273
   
“the king of antidepressants”
: Langreth, “Mending the Mind,” B1.

 

273
   
its sales were still up by 18 percent
: Ibid.

 

273
   
still only 10 percent
: Hirschfeld et al., “National Depressive and Manic-Depressive Association Consensus Statement.”

 

273
   
“patients [become] informed consumers”
: Ibid., 338.

 

273
   
Eli Lilly hired the Leo Burnett Company
: Elliott, “A New Campaign by Leo Burnett Will Try to Promote Prozac Directly to Consumers.”

 

274
   
“one of the most serious assignments”
: Ibid.

 

274
   
depression “isn’t just feeling down”
: Stanfel, “Prozac Print Campaign,” 507.

 

274
   
“assisting people”
: Ibid., 506.

 

274
   
The first ad
: You can find this ad in, among other outlets, the May 1998 issue of
Reader’s Digest
, 182–84.

 

274
   
Lilly and Burnett took Prozac
: Hume, “Prozac Getting a New Prescription.”

 

275
   
Have you stopped doing the things you enjoy
: I am grateful to Joseph Dumit, who provided me with DVD copies of the television ads discussed here.

 

275
   
companies were spending
: Block, “Costs and Benefits of Direct-to-Consumer Advertising,” 513.

 

275
   
Pfizer introduced a cartoon character
: Aurthur, “Little Blob, Don’t Be Sad (or Anxious or Phobic).”

 

276
   
“the science of arresting the human intelligence”
: Gilbody, Wilson, and Watts, “Direct-to-Consumer Advertising of Psychotropics.”

 

276
   
Hey you
: Ad copy can be found in Williams, “Effexor XR Warning Letter,”
http://www.fda.gov/cder/warn/2004/Effexor.pdf
.

 

276
   
“by failing to draw a clear distinction”
: Ibid.

 

277
   
“there is no clear”
: Lacasse and Leo, “Serotonin and Depression,” e392.

 

277
   
Ad industry research
: Neslin, “RAPP Study,”
http://www.rxpromoroi.org/rapp/index.html
.

 

277
   
“six percent of the increase”
: Block, “Costs and Benefits,” 514.

 

277
   
“treating everyone”
: Ibid., 519.

 

278
   
The team, led by Richard Kravitz
: Kravitz et al., “Influence of Patients’ Requests for Direct-to-Consumer Advertised Antidepressants.”

 

278
   
“Some things about the ad”
: Ibid., 1997.

 

281
   
“Depression doesn’t mean you have something wrong with your character”
: Pfizer, “Myths and Facts about Depression,”
http://www.zoloft.com/depr_myths_facts.aspx
.

 

281
   
“Like other illnesses such as diabetes”
: Eli Lilly and Company, “Prozac Makes History,”
http://www.prozac.com/disease_information/treatment_depression.jsp?reqNavId=1.1.4
.

 

CHAPTER 13

 

Page

288
   
“caught up in the contagion”
: Beck, “Evolution of the Cognitive Model of Depression,” 969.

 

288
   
He dabbled
: Beck, “Reliability of Psychiatric Diagnoses.”

 

288
   
“that the dreams”
: Beck and Ward, “Dreams of Depressed Patients.”

 

289
   
therapist and patient work together
: Rush et al., “Comparative Efficacy of Cognitive Therapy and Pharmacotherapy in the Treatment of Depressed Outpatients,” 17.

 

292
   
Beck is going by the book
: Beck,
Cognitive Therapy
.

 

294
   
Therapeutic outcomes are dependent
: Luborsky et al., “The Researcher’s Own Therapy Allegiances,” 65.

 

298
   
Rafael Osheroff
: This version of the story follows Klerman, “The Patient’s Right to Effective Treatment”; see also Shorter,
History of Psychiatry
, 309–10, and Healy,
The Antidepressant Era
, 245–50.

 

299
   
“The case left the strong impression”
: Shorter,
History of Psychiatry
, 310.

 

299
   
If a pharmaceutical firm makes a claim
: Klerman, “The Patient’s Right,” 416.

 

300
   
“Everyone Has Won”
: Rosenzweig, “Some Implicit Common Factors in Diverse Methods of Psychotherapy.”

 

300
   
Luborsky subjected the dodo bird
: Luborsky, Luborsky, and Singer, “Comparative Studies of Psychotherapies.”

 

300
   
“The different forms of psychotherapy”
: Ibid., 1006.

 

300
   
Luborsky’s work got updated
: Smith and Glass, “Meta-analysis of Psychotherapy Outcome Studies,” and Smith, Glass, and Miller,
The Benefits of Psychotherapy.

 

300
   
“convincing evidence that therapy”
: Consumers Union, “Mental Health: Does Therapy Help?” 734. The report is available at
www.consumerreports.org
, but you have to sign up and pay for a membership to see it.

 

301
   
“psychotherapies are not doing”
: Klein, “Preventing Hung Juries about Therapy Studies.”

 

301
   
“If clinical psychology is to survive”
: American Psychological Association, “Training in and Dissemination of Empirically-Validated Psychological Treatment,” 21.

 

302
   
Beck got a chance
: Rush et al., “Comparative Efficacy.”

 

303
   
“a profound effect”
: DeRubeis and Beck, “Cognitive Therapy,” 293.

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