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 →