Valium's Contribution to Our New Normal

If you have to take a pill to feel “more like yourself”, then what is the definition of “normal”? This perplexing question came about after the incredible success of Valium in the 1960‘s. How did the pharmaceutical giant Roche convince seemingly-normal people that they needed the help of drugs in order to meet life’s challenges, no matter how minor? Clever and successful marketing to both physicians and the public played an important role, of course. Even with well-publicized negative effects, the success of Valium is undisputed and has had far-reaching ramifications. Many of us today are likely to reach for some kind of anti-anxiety medication to calm our frazzled nerves.


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