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| home > epc > summer 2004 > in drugs for life - how 'lifestyle' medicines can lead the way to healthy profits |
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European Pharmaceutical Contractor
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Cheap Viagra? Wonder treatments to destroy acne, stimulate weight loss, boost sex drive and even enhance physical attributes? If this sounds familiar, you're probably looking at the spam in your email inbox on a Monday morning.
The messages themselves are easily dragged to the recycle bin, but there's no escaping the fact that lifestyle medicines are gripping the consumer, and the quest to find the next one is keeping big pharma R&D facilities active around the clock. Are these the first critical steps to addressing 'wellbeing' - the last unmet medical need, beyond the first line life saving reserve of anti-hypertensives, statins and their ilk - or a cold obsession with revenue generation for an industry emerging from difficult times?
In the last 20 years, a social revolution in health care has paralleled wider scientific breakthroughs, such as sequencing the human genome, inhaled and transdermal delivery methods, and even embryo cloning. Prescriptive care, managed by autocratic physicians, has given way to a new era of patient empowerment - patients are increasingly informed and represent a new category of demanding consumers who want to maintain the vigour of youth into old age.
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