The myth of osteoporosis: blowing the whistle on the “epidemic”

When Dr. Victoria Seewaldt of Duke University School of Medicine reviewed a controversial new book about osteoporosis in the Journal of the American Medical Association* in 2005, she started off as an admitted skeptic. The review was for Gillian Sanson‘s book, The Myth of Osteoporosis: What Every Woman Should Know About Creating Bone Health. The book’s premise challenged almost every truism that most doctors believed – and may still believe – about osteoporosis.

Dr. Seewaldt is not only a physician, but also the daughter of an osteoporosis patient; her mother was diagnosed after fracturing a hip at age 72. She explained:

“Until her hip fracture, my mother was a ferocious shopper. Even in her early 70s, my mother would race down Fifth Avenue in New York City, shopping bags in hand, leaving me out of breath and begging for a rest.

“Then one day, my mother fractured her hip. Suddenly, our lives changed. For this reason, l initially approached Gillian Sanson’s book with significant reservations.”

But by the end of this book, Dr. Seewaldt found that her “reservations had turned to enthusiasm”.  Continue reading →

“We never imagined people would think of osteopenia as a disease”

Here’s a drug marketing plan that is dazzling in its brilliant effectiveness. I’m thinking of including it in any future PR workshops I do on marketing communications. It’s a plan to sell pills to treat something called osteopenia, a condition that only recently started to be thought of as a problem that even needs treatment.

It’s a plan to convince consumers and their physicians that these pills should be in the medicine cabinets of millions of women worldwide.

But more broadly, it’s a plan to change the definition of what a disease is, and the role that drug companies can play in that change.  Continue reading →