“Abdominal discomfort or pain? Bloating? Constipation? It’s time to Talk to Your Doctor About IBS”
—Novartis Ad
Once upon a time, a rich and greedy captain of industry who headed one of the largest drug companies in the U.S. bemoaned the fact that he was forced to sell his drugs only to sick people, a very small share of the consumer market. What he yearned to do was to sell his potions to everyone, increasing the market for his drugs to infinity.
