The mass production of consumer products has given rise to excessive use of branding. Due to increased competition between companies producing similar products, companies now aim to differentiate their product from others by solidifying their brand identity and creating awareness about their brands. The use of such branding strategies would not be a big problem if they were limited only to consumer products such as food, clothing, drinks (Coca Cola, Pepsi), etc. However, the influence of these strategies extends far beyond. Even pharmaceutical companies have taken the approach of direct-to-consumer marketing strategies where they target millions of healthy Americans by exposing them to persuasive commercials in hopes that they will purchase the drugs sold by these pharmaceutical “brands.” This approach is very much in contrast to the strategies used by pharmaceutical companies in the past. Previously, when patients needed medical treatment, they consulted their doctors who prescribed an appropriate drug to cure their disease. For this reason, pharmaceutical companies would target their marketing to medical professionals and doctors by promoting their drugs in medical conferences and journals. However, today they have started using Direct-To-Consumer marketing strategies that involve consumer advertising, which directly targets consumers. The purpose of this research paper is to analyze the ways in which pharmaceutical companies use direct-to-consumer marketing to sell ailments to healthy customers and disillusion them into believing they have a disease. To support this thesis, the research paper will cover various marketing strategies that pharmaceutical companies use to create... middle of paper... Experience." BMJ Publishing Group 324.7342 (2002): 908-09. Print.Moynihan, Ray and Alan Cassels "A disease for every pill | The Nation." The Nation. October 17, 2005. Web. March 14, 2012. .Moynihan, Ray, and David Henry. "Selling Sickness: The Pharmaceutical Industry and Disease Mongering." http://www.bmj.com/ Bmj, 13 April 2002. Web. 7 March 2012. .Tiefer, Leonore “Female Sexual Dysfunction: A Case Study in Disease Spread and Activist Resistance.” .Triggle, David diseases: a pill for every ailment and an evil for every pill?" Drug Discovery Today 12.3-4 (2007): 161-66