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A significant proportion of Generation Rx - perhaps too much of it -
unfolds as a straightforward business story, in which we witness Big Pharma, at
first tentatively and then with increasing euphoria, slough off its old
fuddy-duddy ambiance and traditional restraints to embrace what the author calls
a promotional "bacchanal," today spending $12 billion a year, "between $8,000
and $15,000 annually per physician to sell its wares." The direct payola that
doctors receive from this scheme - from pens and notebooks to cash payments,
trips and visits from sexy young sales reps dispensing back rubs, suggesting a
"pharmaceutical lap dance" more than "an old-fashioned sales call" - puts the
record industry to shame
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