Seroquel: A $10 Billion Corporate Hit

Wilmington, DEThere you are, settling down for a relaxing few hours in front of the television after a hard day. Suddenly, a drug commercial (this time it's Seroquel) comes on. The drug itself is of little consequence. The ads are all similar.

Happy people depicted as living full and vibrant lives are set as the backdrop against a narrator heralding the introduction of the latest wonder drug, and what it can do for you. Amazingly, while the announcer drones on about the potential side effects, the happy faces and wide smiles continue - as though they were not privy to the same information the viewer gets to see. Joyful couples ride their bikes and play at lawn bowling while the disembodied voice natters about the Do's and Don'ts of the drug, including when NOT to take it, and what not to take it with.

The shopping list of side effects often takes longer to articulate than the sell copy itself.

That a drug has side effects, is almost a given. Even if you have never scanned a drug label or read up on the disclosure information, all you need do is watch any drug commercial on television trumpeting the virtues of whatever, as above. But even though the Madison Avenue marketing is designed to sell the good and minimize the bad, it's the latter you should really be paying attention to.

Especially if it makes your health worse, in the name of making it better.

Seroquel, manufactured by AstraZeneca, is an atypical antipsychotic drug known generically as quetiapine fumarate, and is commonly prescribed to patients suffering from schizophrenia and bi-polar disorder, along with other conditions which present symptoms of agitation or severe anxiety.

However, concern has been raised regarding the relationship of atypical antipsychotic drugs, including Seroquel, and the appearance of diabetes and hyperglycaemia, as well as pancreatitis and Neuroleptic Malignant Syndrome. It has been alleged that the makers of Seroquel attempted to downplay the potential for diabetes and related conditions, a suspicion brought to light last November when The United States Food and Drug Administration (FDA) called the company on the carpet for misrepresenting Seroquel in sales aids. The FDA has urged the manufacturer to be more upfront with its warnings to that end.

If that doesn't make the general public sit up and take notice, a swirling list of lawsuits, court cases and settlements might do the trick. As of a month ago there were more than 7000 claims on the books federally, and one legal expert estimates that its defence could cost AstraZeneca upwards of $10 billion.

A concern that goes beyond the drug maker and hits society square where it hurts is the ease and popularity of popping pills, especially for emotional deficits and psychosis. Something to ease the mood swings associated with bipolar disorder or manic depression, the fear and fretting of intense anxiety, or the isolation of social withdrawal. Little wonder that antipsychotic drugs are the darlings of the industry - to the point where we're even giving them to our kids, apparently. Who wouldn't rather have a stable, socially balanced child never prone to temper tantrums?

And even though Seroquel is approved only for use with adults, the prescribing of antipsychotic drugs for children has nearly doubled in the United States.

While research is continuing into the exact link between Seroquel and diabetes-related disorders 7,000 claims suggest that people who think they have been harmed by the drug are not necessarily waiting for answers.

As for the happy-faced people on the TV commercials who appear oblivious to the announcer droning on about the dangers, they're all just actors anyway. Either they don't know about the risks, or they just couldn't care less. Cut them their check and they're gone until the next happy-faced commercial comes along that needs someone to laugh and smile...

To uphold the legal responsibility of disclaimer, while distracting you from the dangers of what you're taking.