FIRE IN THE BELLY, MONEY IN THE BANK

GET READY FOR DOOR-TO-DOOR COMBAT AS DRUG COMPANIES GET THEIR BRAND NAMES READY FOR A (STOMACH) ACID TEST IN THE NONPRESCRIPTION MARKET

SUDDENLY A ROAR ISsues from the TV set. On the screen, a giant tongue of flaming gases erupts from the sun, and one bold statement after another is superimposed on the solar surface: "The idea behind it led to the Nobel Prize in Medicine," reads the first, followed by, "It's the most prescribed medication of its kind." As the sun is gradually eclipsed, the boasts continue: "It helps block production of stomach acid." "It's the world's first acid blocker." Then, against the glowing corona of a totally eclipsed sun, "And now it's available without a prescription." Finally the eclipsed image resolves...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!