![]() ![]() And its makers, the Swiss healthcare company Roche, reaped billions of dollars in revenue.Īll of this was achieved through a blitzkrieg of revolutionary marketing techniques, creative advertisements and an army of salespersons. It would become the first $100 million drug. His biggest success came through marketing Valium. He helped Pfizer transform itself from a supplier of chemicals to a major player in the pharmaceutical business. ![]() ![]() Arthur, the family patriarch and son of Jewish immigrants, popularised drugs such as Terramycin and Betadine in the 1950s through an ad agency called William Douglas McAdams. Part-biography, part-investigation, the book chronicles the lives of Arthur Sackler – a pioneer of medical advertising – and his two brothers, Raymond and Mortimer, all of them doctors. The drug in question, Ox圜ontin, and its makers, an elusive billionaire family called the Sacklers, are the subject of Patrick Radden Keefe’s new book, An Empire of Pain: The Secret History of the Sackler Dynasty. This has to be medicine’s biggest irony: a drug made and marketed for alleviating pain ultimately became the cause of much pain and sorrow for millions of Americans. ![]()
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