Big Bucks, Big Pharma

2006, Health  -  46 min Leave a Comment
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This feature takes a deep dive into the hugely profitable pharmaceutical industry to explore how DTC (direct-to-consumer) marketing and other industry practices have normalised and glamorised prescription medication use.

By taking a look at specific marketing practices and drawing on research from media and health experts, Big Bucks, Big Pharma helps demystify the pharmaceutical industry, its dangerous practices, and its connections to media and politics.

The documentary poses significant questions about the dangers of our dependence on a for-profit industry for our overall health and wellness. To make its argument, it draws on numerous professors and health professionals, such as Dr. Marcia Angell of Harvard Medical School and Dr. Bob Goodman of Columbia University Medical Center.

Combined, these industry practices shape how both patients and doctors understand and relate to disease and treatment. Ultimately, Big Bucks, Big Pharma challenges us to ask important questions about the consequences of relying on a for-profit industry for our health and well-being. (Excerpt from

Directed by: Ronit Ridberg