Marketing has always had a role in hormone-replacement therapy for menopausal women. Some of the ads you describe in your book are shockingly misogynisticaging doesn't just make a woman unwell, they suggest, but actually unwomanly. The tone of this message changed over the years, certainly, but did the content?
Barbara Seaman: By 1947, estrogen products were among the leading advertisers in gynecology journals. At first the ads depicted happy and stylish mid-life women waltzing the night away with their adoring husbands or beaux. The simple message was that patients no longer needed to suffer from hot flashes and sweats at menopause. Now they could enjoy a good quality of life during this transition. As time passed, the manufacturers changed their tune. They came up with profit-boosting slogans such as "Keep her on Premarin." They switched to scare tactics, depicting troubles that presumably called for long-term treatments. Now the models were shriveled and bent. They were losing their tempers, losing their minds, losing their urine, even losing their sex drive and their husbandsall because they had "outlived their ovaries," and were suffering from a "deficiency disease like diabetes." Read more