iLLustrations
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1 “Are You the Picture of Health?” 2
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2 Top therapeutic classes of drugs by U.S. dispensed
prescriptions, 2010 3
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3 Personal healthcare expenditures, by type of expenditure,
1965–2018 9
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4 “‘Get well soon’? We prefer, ‘Stay healthier longer’” 11
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5 “How did all these treatments compare in the longer
run?” 37
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6 “Problems dtc [Direct- to- Consumer] Advertising Creates
for My Patients and Practice” 57
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7 Depression awareness commercial 59
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8 Cholesterol awareness commercial 61
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9 Fosamax bone- density test commercial 70
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10 Zoloft commercial 74
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11 Zoloft commercial exemplifying liminality 75
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12 Bipolar awareness commercial 79
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13 Effexor xr website 81
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14 “Converting Patients to Volume” 95
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15 “Product Development: The ‘Classical’ Design” 99
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16 “Commercial Inputs” 100
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