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Vol 43 # 2 June 2011 - Kma.org.kw

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<strong>June</strong> <strong>2011</strong><br />

KUWAIT MEDICAL JOURNAL 87<br />

Editorial<br />

What We Need is Not the Will to Believe<br />

but the Will to Find Out<br />

Belle M Hegde<br />

The Journal of the Science of Healing Outcomes, State College, Pennsylvania, USA and Mangalore, India*<br />

Manipal University, Manipal India**<br />

The Middlesex Medical School, University of London, UK#<br />

Northern Colorado University, USA##<br />

Kuwait Medical Journal <strong>2011</strong>; <strong>43</strong> (2): 87-88<br />

“The illogical man is what advertising is after. This<br />

is why advertising is so anti-rational; this is why it<br />

aims at uprooting not only the rationality of man but<br />

his common sense.”<br />

Henryk Skolimowski<br />

There are demands growing all over the world<br />

for rationality in medical interventions these days,<br />

not the least in the UK and the USA. In fact, the first<br />

editorial in British Medical Journal for the year <strong>2011</strong>,<br />

to be published during the first week of January, is on<br />

rationality in medical interventions. I congratulated<br />

the editor for her bold stand on opening the Pandora’s<br />

Box on rationality in medical interventions - drugs or<br />

surgery. Going through the history of the word rational,<br />

I found that way back in 1803 the meaning was: “to<br />

explain, to make reasonable;” in the psychological<br />

sense of “to give an explanation that conceals true<br />

motives.” It dates from 1922.<br />

There is a nice movie, Big Bucks, Big Pharma, on<br />

this topic which is worth watching. I shall give the<br />

readers a glimpse into that movie here. “Big Bucks,<br />

Big Pharma, pulls back the curtain on the multi-billion<br />

dollar pharmaceutical industry to expose the insidious<br />

ways that illness is used, manipulated, and in some<br />

instances created, for capital gain. Focusing on the<br />

industry’s marketing practices, media scholars and<br />

health professionals help viewers understand the ways<br />

in which direct-to-consumer (DTC) pharmaceutical<br />

advertising glamorizes and normalizes the use of<br />

prescription medication, and works in tandem with<br />

promotion to doctors. Combined, these industry<br />

practices shape how both patients and doctors<br />

understand and relate to disease and treatment.<br />

Ultimately, Big Bucks, Big Pharma challenges us to ask<br />

important questions about the consequences of relying<br />

on a for-profit industry for our health and well-being.”<br />

(Italics mine!)<br />

There is an apt comment on this movie by an<br />

American movie critic: “In my opinion this is the best<br />

made film on our site today regarding the pervasiveness<br />

of drug companies in our every day lives. The film<br />

starts with narration by the famed journalist Amy<br />

Goodman but lets the interviews themselves narrate<br />

the film later on. Though this film doesn’t address the<br />

subject directly, if you want to know why the United<br />

States does not provide universal healthcare, I think<br />

that you should watch this movie. Why should we<br />

have free or inexpensive healthcare, if the current<br />

system is so profitable!<br />

I think our present therapeutics and its attendant<br />

pseudo-science would be correctly described by this<br />

meaning of the word - rational. The industry that tries<br />

the marketing strategy of rationalizing drug pushing<br />

and disease mongering by concealing their true motive<br />

- to make the highest profit for themselves - can never<br />

be altruistic to listen to your sane advice. Your story<br />

of Insulin pens was one such effort. Now many other<br />

drugs have come with pens! I am reminded of what<br />

Bernard Mandeville, the guru of Laissez Faire said,<br />

when he wrote:”In the corporate economy profit is the<br />

sole motive irrespective of consequences.” How very<br />

true Mandeville was Adam Smith’s teacher! Our drug<br />

cartels have taken his advice to their heart.<br />

Taking your advice in the New Year, I hope some<br />

one will come up with audits like the one which showed<br />

aspirin in its true colour for all the newly introduced<br />

drugs. Remember we have had digoxin for nearly<br />

Address correspondence to:<br />

Prof. B. M. Hegde, MD, FRCP, FRCPE, FRCPG, FRCPI, FACC, FAMS, “Manjunath”, Pais Hills, Bejai, Mangalore-575004. India.<br />

Tel: +91 824 245 0450; E-mail: hegdebm@gmail.com; web site: www.bmhegde.com<br />

*Editor in Chief, **Vice Chancellor (Retd), #Former Visiting Professor of Cardiology, ##Affiliate Professor of Human Health

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