Open AccessHow the Pill Became a Lifestyle Drug: The Pharmaceutical Industry and Birth Control in the United States Since 1960
Author(s) -
Elizabeth Siegel Watkins
Publication year - 2012
Publication title -
american journal of public health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.284
H-Index - 264
eISSN - 1541-0048
pISSN - 0090-0036
DOI - 10.2105/ajph.2012.300706
Subject(s) - pill , birth control , medicine , pharmaceutical industry , family planning , public health , developed country , control (management) , family medicine , alternative medicine , pregnancy , economic growth , environmental health , population , business , marketing , nursing , research methodology , economics , pharmacology , management , pathology , biology , genetics
Marketing decisions, rather than scientific innovations, have guided the development and positioning of contraceptive products in recent years. I review the stalled progress in contraceptive development in the decades following the advent of the Pill in 1960 and then examine the fine-tuning of the market for oral contraceptives in the 1990s and 2000s. Although birth control has been pitched in the United States as an individual solution, rather than a public health strategy, the purpose of oral contraceptives was understood by manufacturers, physicians, and consumers to be the prevention of pregnancy, a basic health care need for women. Since 1990, the content of that message has changed, reflecting a shift in the drug industry's view of the contraception business. Two factors contributed to bring about this change: first, the industry's move away from research and development in birth control and second, the growth of the class of medications known as lifestyle drugs.