Articles by David Rees - Pharmaceutical Executive

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Articles by David Rees

Feelings Outweigh Facts

Your new drug works? Patients don't care how. They want to know what it means in their lives.
Feb 2, 2006

Imagine a person sitting alone in his living room suffering through a pounding migraine, while the rest of his family sits together around the kitchen table. He wants to join them, but his symptoms render him motionless. Now, imagine he has the choice to take two different drugs that promise to alleviate symptoms of his migraine. Drug A promises to help at the source of the problem by decreasing the frequency of swollen blood vessels around the brain, while drug B promises migraine-free days with more time to spend with the family. What do you think he would choose?

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