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6. Iizuka T. What Explains the Use of Direct-to-Consumer Advertising of Prescription Drugs? The Journal of Industrial Economics. 2004;52(3):349-79.

7. NICE. CG17 Dyspepsia: full guideline [Internet]. [cited 2011 Jan 4]. Available from: http://guidance.nice.org.uk/CG17/Guidance/pdf/English.

8. Law MR, Soumerai SB, Adams AS, Majumdar SR. Costs and Consequences of Direct-to-Consumer Advertising for Clopidogrel in Medicaid. Arch Intern Med. 2009 Nov 23;169(21): 1969-74.

9. I first saw the Reynolds, Bacall, Lowe and Serial Mom examples in: Petersen M, p32: Our Daily Meds: How the Pharmaceutical Companies Transformed Themselves into Slick Marketing Machines and Hooked the Nation on Prescription Drugs. Picador; 2009.

10. Eisenberg D. It’s an Ad, Ad, Ad World. Time [Internet]. 2002 Aug 26 [cited 2012 Mar 25]; Available from: http://www.time. com/ time/magazine/article/0,9171,344045,00.html

11. Stars Profit From Covert Drug Pitches CBS News [Internet]. [cited 2012 Mar 25]. Available from: http://www.cbsnews.com/ 2100-207_162-520196.html

12. Ibid.

13. Alzheimer’s Campaign Piques Public and Media Interest:: PR News May 21, 2001. Available from: http://www.prnewsonline. com/news/4782.html

14. Keidan J. Sucked into the Herceptin maelstrom. BMJ. 2007 Jan 6;334(7583):18.

15. Wilson PM, Booth AM, Eastwood A, Watt IS. Deconstructing Media Coverage of Trastuzumab (Herceptin): An Analysis of National Newspaper Coverage. J R Soc Med. 2008 Mar 1;101(3):125-32.

16. The selling of a wonder drug Science The Guardian [Internet]. [cited 2012 Mar 26]. Available from: http://www. guardian.co.uk/ science/2006/mar/29/medicineandhealth.health

17. Ibid.

18. To be absolutely clear, there is no evidence that a company was involved in promoting Barbara Moss to the media. This case simply illustrates the melodramatic ineptitude of coverage for new cancer drugs.

19. Castren E. Is mood chemistry? Nature Reviews Neuroscience. 2005 Mar 1;6(3):241-6.

20. The Pittsburgh Tribune Review (4/2/07).

21. Lacasse JR, Leo J. Serotonin and Depression: A Disconnect between the Advertisements and the Scientific Literature. PLoS Med. 2005 Nov 8;2(12):e392.

22. Petersen M, p102: Our Daily Meds: How the Pharmaceutical Companies Transformed Themselves into Slick Marketing Machines and Hooked the Nation on Prescription Drugs. Picador; 2009.

23. Ibid.

24. Leo J, Lacasse J. The Media and the Chemical Imbalance Theory of Depression. Society. 2008 Feb 19;45(1):35–45.

25. The test has now been altered; the original description is preserved online at: WebMD’s Depression Test Has Only One (Sponsored) Answer: You’re ‘At Risk’ — CBS News [Internet]. [cited 2012 Mar 26]. Available from: http://www.cbsnews. com/8301-505123_162-42844266/webmds-depression-test-hasonly-one-sponsored-answer-youre-atrisk/?tag=bnetdomain

26. Ebeling M. ‘Get with the Program!’: Pharmaceutical marketing, symptom checklists and self-diagnosis. Social Science & Medicine. 2011 Sep;73(6):825-32.