Motivational deficiency disorder
Fake neurologist "Leth Argos" is said to have described the disorder, finding that "extreme laziness may have a medical basis" and that "motivational deficiency disorder can be fatal, because the condition reduces the motivation to breathe." Despite the condition being poorly understood, it is also "underdiagnosed and undertreated." A person living with the condition complained that he would spend all day at the beach.
In the original campaign medical marketers recommended treating the disease with a drug called "Indolebant". They presented a case study in which a lazy man who took the drug then got off his sofa to begin a job as an investment adviser. The original campaign also contained an advertisement for an issue of PLOS on disease mongering.
Although a spoof, some news outlets have reported the disease as if this were a real disorder. The disease was invented and presented to the public as a demonstration that some media outlets are willing to publish sensational health stories and that people respond with worry when they do.
- Moynihan, R. (2006). "Scientists find new disease: Motivational deficiency disorder". BMJ 332 (7544): 745. doi:10.1136/bmj.332.7544.745-a.
- "A New Epidemic". youtube.com. 23 November 2006. Retrieved 13 September 2013.
- Whalen, Jeanne (5 February 2008). "Striving for an Antidote to Drug Marketing - Health Blog - WSJ". blogs.wsj.com. Retrieved 13 September 2013.
- Mirsky, Steve (22 May 2006). "Up the Lazy Creek: Scientific American". scientificamerican.com. Retrieved 13 September 2013.
- Cassels, Alan (4 March 2008). "Spreading disease by word of mouth". Toronto Star. Retrieved 13 September 2013.
- Barber, Charles (2009). Comfortably numb : how psychiatry is medicating a nation (1st Vintage Books ed. ed.). New York: Vintage Books. p. 123-124. ISBN 978-0307274953.