THE BIG IDEA:THE MOVIE

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THE BIG IDEA:THE MOVIE

 

The Extraordinary – And Deceptive – Revolution In Drug And Vaccine Advertising

And Promotion.

 

A Column By Nicholas Regush

 

It is quite a caper and would make a terrific movie. Far better than anything I

have seen about robbing Fort Knox or a Vegas casino. And it is all based on a

true story.

 

Amazing actually that they - the drug and vaccine industries and their soldiers

with stethoscopes - pulled it off, right under our very noses. The brilliant

strategy employed has resulted in one of the most astounding achievements in

history. Thinking about it gives me the chills. Too bad so few people know about

it, or might even give a damn (about the real-life version, that is – everyone

will surely love the movie).

 

Wait. I am still not sure who will make the final cut at NR Casting but I am

thinking about it and I will let you know one fine day.

 

Okay. Let us take a little peek at the movie plot (did you really think I would

reveal the entire story?) and I am certain that you will smile a little and

maybe even feel a cold breeze running across your back, that is, if you get what

is going on. And these days, one can never be sure who gets what. But I will

keep it very simple. The idea is to have the movie reach as many people as

possible. Movies can lead to change, you know. Maybe even Al Gore will recommend

the movie.

 

The main character (The Evil One), who heads a major drug and vaccine

multinational, is not a very nice person. He thinks that advertising drugs and

vaccines the traditional way is a waste of time and money. And that includes

pitching messages directly to the consumer, via the usual TV fare. Why bother

with such mundane enterprise when the big score is sitting there with open arms

waiting to be snatched.

 

The Evil One has a big idea: steal medicine .

 

Buy medicine out and make everything that is part of medicine one running ad.

That way everything that anyone hears or sees about medicine is really an ad.

All research conclusions are packaged as ads. That means every therapy is an ad.

For example, every bit of new cancer research, and particularly research on

cancer drugs, becomes an ad. All research conducted on cholesterol pills becomes

an ad. The cholesterol drugs may ward off cancer and heart disease, even though

they seem, according to urban legend, to also prevent and ward off just about

every disease now catalogued in medicine. All the research on vaccines shows

great promise, even if the research is short-term, the safety profile almost

non-existent, and maybe the entire effort is even crackers. And so on. And if,

in the process, by chance, some people get healthier, well, that would be

terrific, but that is not what the end game is. Do you know what the end game

is?

 

(Here is a teaser: In one scene, we see the Evil One privately rejoicing when he

reads about a group in Washington D.C. making a big deal of the obviously

tainted, corrupt medical ads that appear on TV, particularly on the news shows.

The Evil One thinks it is a hoot that everyone’s attention is often misdirected

towards this silly form of antagonism towards the drug and vaccine industries

when the real ads (the Big Idea ads) are actually the pumped-up often useless

research results, running in full swing as " breakthroughs " on news shows,

websites and so on. In case you didn't think of it, that means a lot of upturn

in stock and, yes, cold hard cash.

 

As big ideas go, this is one hell of a big idea. The Evil One knows it and this

is why he has assembled some of the very best med-thieves from far and wide.

Yes, “med-thieves” will be the new phrase that is introduced in this movie to

signify that there are many specialists (including members of the medical

profession) who have learned how to steal different parts of medicine.

 

So the Evil One and his cohorts (let’s say for now there are about eight and at

least three are doctors) lay out their intricate and amazing plans.

 

(Here is another teaser: In one scene at a whorehouse in Texas , where the Evil

One and his cohorts have gathered, one of the doctors exclaims jubilantly that,

“Medicine is more than ready to become one big ad. It is a very easy lay.” He is

obviously referring to the huge numbers of doctors who are willing to sell out

their profession even for a song and dance.)

 

I will not spill the beans and tell you how the Evil One and his cohorts steal

medicine – that would not be in the best commercial interests of this movie.

However, I can reveal that media are very much part of the Big Idea. I suppose

you want a clue. Okay, the various news media – we learn via flashbacks – have

already been stolen. I mean, who else will ensure that the all of medicine’s

research conclusions and therapies are actually ads? Get serious. But hey, do

not ask me how this was accomplished over a ten-year period. This is actually a

terrific and meaningful part of the movie.

 

The movie has other great characters. A PR person from a hospital and another

one from an agency. They help the Evil One to prepare test runs of the Big Idea.

You will be stunned to see how they do this. It is easier than you think.

 

Forget romantic involvement. There is no place for stupidity in this movie. Go

watch Jennifer Lopez and her former boyfriend in Gigli .

 

But there is a force for goodness in this movie. A force that has the potential

to kill the Big Idea, and along with it, the Evil One and his cohorts. The

identity of this force shall remain a secret. It is a secret force and it comes

in the form of a brave, very strong (really strong) and honest (extremely

honest) character who will melt your heart and even heal your soul. You may even

cry at the end of this movie, if only because you will have suddenly realized

that you could not have seen the Big Idea even if it had been branded on your

forehead. Ouch! Not nice. Or maybe, you will shed tears because….no, I won’t

complete this sentence. You must see the movie.

 

One last thing. The hope for this movie as suggested above, merely in passing,

is that people will finally realize (with or without Al Gore’s help) that the

crisis is NOW! That the Big Idea is here and is diminishing medicine and

hijacking journalism. Maybe people will run to their windows and say, “We’ve

been had and we won’t take it any more.”

 

Get the picture?

 

 

 

 

 

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