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Selective Serotonin Reuptake Inhibitors (Prozac)

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Throughout history people have sought to quantify, understand, treat, cure, and prevent mental disorders. One of the most feared and misunderstood conditions is a major depressive disorder. These pervasive and persistent attacks on a person's mood and self-esteem have, until recently, been extremely difficult to manage.

The discovery of how serotonin (and other neurotransmitters) plays a part in this disorder, and the subsequent creation of Selective Serotonin Reuptake Inhibitors (SSRIs) led to a whole new way of treating depression. However, with many forms of treatment, there is controversy regarding their use.

Of the SSRIs, Prozac (Fluoxetine), is the most popular. When trying to understand why, there are three areas we can look at: …show more content…
Prior to the adoption of SSRIs, a family of drugs called Tricyclic antidepressants (TCAs) were prescribed to people with mood disorders. A meta study by Rossi, Barraco, and Donda (2004) found that Fluoxetine was as effective as TCAs while having more benign side effects and therefore a lower rate of discontinuation. However, it will be noted further down in this essay that a contradictory position exists. The reason why Prozac and similar drugs are so popular, might not have so much to do with how effective they are, which there is substantial doubt about, but in the perception of the public that they are effective. This belief is due to the heavy marketing behind drugs in general and antidepressants in …show more content…
Their goal was to get the recipients to switch from competing antidepressants to Eli Lilly’s products. This extreme case goes to show the ends to which Pharmaceutical companies will go in trying to market their drugs. This also goes to illustrate why Prozac, as a product, is so popular: It has entered the national discourse as what marketers call a “Proprietary eponym”; Prozac is to antidepressants what Kleenex is to facial tissues. Due to the amount of advertising around the drug, from commercials to product placement in movies, when a person is depressed they will likely think of Prozac first. According to the World Health Organization (Retrieved 2015) the global pharmaceutical market is worth between $300-400 billion dollars a year. The WHO also points out that drug companies spend a third of all their revenue on marketing. That's around US$100 Billion a year.

The other way in which marketing plays a big part in the popularity of antidepressants like Prozac is in the marketing of the drug by Pharmaceutical companies directly to doctors. To illustrate the pervasive nature of this relationship it's, good to use GlaxoSmithKline (GSK) as an example. A CBC (2013) article reported that GSK was fined $3 billion dollars by the US government because its

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