Welcome to the inaugural edition of The Sick Hustle Dispatch. I’m Alan Cassels, drug policy researcher, author of four books, student, and scholar of the world of medical hype. I have spent 30 years as an independent drug policy researcher, critiquing aggressive pharma marketing and disease-mongering. I believe we are all subject to the sharp end of the pharmaceutical industry’s profitable con of transforming everyday aches, normal aging, social ills, and common fears into lifelong pill-swallowing customers. And in much of my writing this is what I hope to expose.
Back in 2005, with Australian journalist Ray Moynihan our book Selling Sickness: How the World’s Biggest Pharmaceutical Companies Are Turning Us All Into Patients laid bare the playbook: drug companies, with their legions of PR flacks, paid experts, funded patient groups, and compliant media, systematically widen the boundaries of illness to expand their markets. High cholesterol? Shyness? Mild bone thinning? Restlessness? All rebranded as chronic, widespread conditions, burnished with a patina of respectable medical terminology and paving the way for a lifelong diet of pills. That’s the way the model works.
You see, cures are passée. Cures kill markets. Getting the population properly hooked on a pharmaceutical treatment for a ‘chronic’ condition is where the serious money is.
Our core insight was simple and grim: it’s far easier—and infinitely more profitable—to convince healthy people that they’re sick than to develop genuine cures for the truly ill.
Twenty years later, the hustle is bigger, slicker, and more dangerous than ever.
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