Now some doctors seem ready to revolt against the resulting hair-trigger safety environment--even as the debate about Vioxx and drugs like it rages on.
The new campaign shows how pharmaceutical companies are trying to adapt the marketing of their products to a climate of hair-trigger concern over drug safety.
But it is unclear if the concerns are justified or just the result of a hair-trigger tendency concerning drug safety on the part of doctors and regulators.
The new body monitors could, if a driving hazard appeared imminent, trigger the car's safety systems to tap the brakes, turn off a radio, block a cellphone from ringing or take other actions.