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Ronit Ridberg - Big Bucks Big Pharma, Marketing Disease and Pushing Drugs

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Big Bucks, Big Pharma pulls back the curtain on the multi-billion dollar pharmaceutical industry to expose the insidious ways that illness is used, manipulated, and in some instances created, for capital gain. Focusing on the industry's marketing practices, media scholars and health professionals help viewers understand the ways in which direct-to-consumer (DTC) pharmaceutical advertising glamorizes and normalizes the use of prescription medication, and works in tandem with promotion to doctors. 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.

Featuring interviews with Dr. Marcia Angell (Dept. of Social Medicine, Harvard Medical School; Former Editor New England Journal of Medicine), Dr. Bob Goodman (Columbia University Medical Center; Founder, No Free Lunch), Gene Carbona (Former Pharmaceutical Industry Insider and Current Executive Director of Sales, The Medical Letter), Katharine Greider (Journalist; Author, The Big Fix: How the Pharmaceutical Industry Rips Off American Consumers), Dr. Elizabeth Preston (Dept. of Communication, Westfield State College), and Dr. Larry Sasich (Public Citizen Health Research Group).

Sections: Introduction | Branding Drugs | Swimming in Pills | Disease Mongering | No Free Lunch | A Healthier Prescription

Filmmaker Info
Producer: Ronit Ridberg
Editor: Ronit Ridberg
Writers: Ronit Ridberg, Loretta Alper, Jeremy Earp, Sut Jhally
Executive Producer: Sut Jhally
Associate Producers: Loretta Alper, Jeremy Earp
Narrator: Amy Goodman
Camera: David Rabinovitz
Motion Graphics: David Eells
Audio Engineer: Zeke Fiddler
Original Music: Andrew Killoy, Peter Brandoli
Media Research Coordinator: Andrew Killoy
Additional Footage Graciously Provided by: Monica Mehta, Sarah Daggett, Cindy Scheibe/CRETVLocation Audio: Jeremy Smith, David Rabinovitz
Graphic Design (Print): Shannon McKennaDVD Author: Ronit Ridberg

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