Monday, August 5

Shift Work Disorder

Yesterday I heard a radio spot for a treatment for "Shift Work Disorder."

While admittedly I wanted at first to say "what???," I kept listening and was thoroughly intrigued.

Shift Work Disorder is a very common side effect of occupations where workers cover various shifts throughout the week ... And can't sleep as a result. ... excessive sleepiness.  Turns out it's more than just the obvious, that's there's actually a physical condition that causes suffering.  Treatable suffering as it turns out.

My immediate reaction turned to "how clever" to give a name to this condition that people can understand and relate to.

This isn't the first for pharma.  Remember these conditions made treatable by making them relateable:
- restless leg syndrome
- over active bladder
- chronic dry eye

Many have criticized the industry for "creating problems" that their drugs can "suddenly fix."  No way.  These problems occur, it's just that they'd never been categorized before.  And of course these companies should come up with a fix if there's one to be had.  These were all terms created by pharma companies to help people understand that they are not alone in these particular conditions and that there is legitimate help out there.

Shift Work Disorder, while clunky at first, actually makes a lot of sense.  And I bet there are a lot of people who don't realize that this is something they can fix.

The great work of pharma in action.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Cntributor, Entrepreneur and Huffington Post

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