In 1964, some twenty-two million prescriptions were written for Valium. By 1975, that figure reached sixty million. Valium was the first $100 million drug in history, and Roche became not just the leading drug company in the world but one of the most profitable companies of any kind. Money was pouring in, and when it did, the company turned around and reinvested that money in the promotion campaign devised by Arthur Sackler.
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