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In the Spotlight Hooray for Blockbuster Drugs The press is full of stories criticizing the pharmaceutical industry for marketing "blockbuster" drugs that are big on sales but low on innovation. "Pharmaceutical executives, like movie moguls, have focused on creating blockbusters," wrote Melody Petersen in a Los Angeles Times op-ed last January. "They introduce products that they hope will appeal to the masses, and then they promote them like mad. . . . The strategy had a flaw that executives have long ignored: It required extraordinary amounts of promotion at the expense of scientific creativity." Similarly, Marcia Angell, former editor-in-chief of the New England Journal of Medicine, told PBS's Frontline: "The pharmaceutical industry likes to depict itself as a research-based industry, as the source of innovative drugs. Nothing could be further from the truth."
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