 Before peddling pills, you paint the picture of peril. Recent studies suggest pharmaceutical giants are blurring the lines between normal life and illness, menopause, medicalized, minor anxieties, marketed as mental disorders. Even a slight cough can be recast as a chronic respiratory threat. In just two decades, big pharma transformed high cholesterol from a whispered concern to a headline-grabbing health crisis, paving the way for lucrative statin sales. Disease branding can shed shame from sensitive issues like incontinence, reframing it as overactive bladder. It also risks pushing healthy individuals into the realm of unnecessary medications, potentially laden with harmful side effects.