i am fascinated by the names of new drugs. not the actual chemical names of the drugs themselves which are less than memorable, but the brand names they are marketed under. the process of inventing themmust be computerized by now. they must have a program into which you punch the number of vowels and consonants you want it to have and any letters it must contain and it generates meaningless words for you which you could use for your new drug, yes? but i imagine it used to be a bunch of nerdy people with glasses in a little room somewhere with pads and very sharp pencils.
pro
… umm …
zac!
zo
… err …
loft!
but now there is abilify. not neutral at all. many connotations. brilliant. but the real marketing genius is that you take this one in addition to the other ones if they are maybe not working so well anymore. or never did. or you are happy enough but those pesky voices telling you you are a piece of shit are just as loud and clear as ever – or only a little muted by the zoloft or aurorix you have been on for the past decade or two.
or maybe you are just not as able as you’d like to be?