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People get diseases; scientists develop drugs to treat those diseases; and marketers sell the drugs by showing that the drugs work better than their competitors. Sometimes, however, this pattern works in reverse. Drug company scientists develop a drug with a range of physiological effects, none of which are terribly helpful, The marketing buzzword is disease branding. This is usually done by telling people that the disease is taken seriously by doctors, that it is far more common than they ever realized, Until recently, restless legs syndrome was seen by clinicians as an unusual, somewhat mysterious condition. It was characterized by a crawling or aching sensation in the legs, often more severe at night, which could be relieved by movement such as walking. It was not a common affliction. In 2005, Heart burn became acid reflux disease, getting caught short was now over active bladder, and women who feel down before their period now have PMDD or Premenstrual dysphoric disorder
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