little essays were written during a short period at Roche when the medical
department did NOT have a final say in copy for mailings to doctors. In
another one I managed to get in my view that these tranqullisers should
not be used for more than a fortnight!"
of several mailings from the days when our clients could afford to have
individual pages of an eight-page brochure cut in silhouette. I invented
these stories - from personal experience?"
Read the copy below
It is axiomatic that the more potent
a drug is, the more likely it is to have side-effects. The corollary is
that if a drug has no side-effects, it is probably ineffective! The general
practitioners problem is to balance the advantages of a particular
drug against its disadvantages. Is the patient ill enough for the expected
side-effect of a potent drug to be negligible against alleviation of his
symptoms? Or is he well enough to be given a less potent compound without
side-effects? For many drugs the therapeutic usefulness is limited to
a narrow dosage range: above this range side-effects predominate, below
it the drug doesnt work. This can happen when barbiturates are used
in the treatment of anxiety states. Either the patient is still too anxious
to work properly, or hes fast asleep at his desk.
Johnson has just failed to get custody of her children: this is the final
tragedy of her second marriage. The first marriage was brief and pointless,
except for her nine-year-old boy little remains of it.
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