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(4) Gilbody S, Wilson P, Watt I. Benefits and harms of direct to con-
sumer advertising: a systematic review. Quality and Safety in Health Care.
2005;14(4):246–50.

(5) Kravitz RL, Epstein RM, Feldman MD, Franz CE, Azari R, Wilkes
MS, et al. Influence of patients’ requests for direct-to-consumer adver-
tised antidepressants: a randomized controlled trial. JAMA. 2005 Apr
27;293(16):1995–2002.

(6) Iizuka T. What Explains the Use of Direct-to-Consumer Ad-
vertising of Prescription Drugs? The Journal of Industrial Economics.
2004;52(3):349–79.

(7) NICE. CG17 Dyspepsia: full guideline [Internet]. [cited 2011 Jan 4].
Available from: http://guidance.nice.org.uk/CG17/Guidance/pdf/English.

(8) Law MR, Soumerai SB, Adams AS, Majumdar SR. Costs and Conse-
quences of Direct-to-Consumer Advertising for Clopidogrel in Medicaid.
Arch Intern Med. 2009 Nov 23;169(21):1969–74.

(9) I first saw the Reynolds, Bacall, Lowe and Serial Mom examples
in: Petersen M, p32: Our Daily Meds: How the Pharmaceutical Companies
Transformed Themselves into Slick Marketing Machines and Hooked the
Nation on Prescription Drugs. Picador; 2009.

(10) Eisenberg D. It’s an Ad, Ad, Ad World. Time [Internet]. 2002
Aug 26 [cited 2012 Mar 25]; Available from: http://www.time.com/time/
magazine/article/0,9171,344045,00.html.

(11) Stars Profit From Covert Drug Pitches—CBS News [Internet]. [cited
2012 Mar 25]. Available from: http://www.cbsnews.com/2100-207_162-
520196.html.

(12) Ibid.
(13) Alzheimer’s Campaign Piques Public and Media Interest: PR News
May 21, 2001. Available from: http://www.prnewsonline.com/news/4782
.html.

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