Salix Pharmaceuticals knew exactly what kind of doctors it wanted to woo. Gastroenterologists, treating patients suffering from irritable bowel syndrome — a malady that afflicts up to 45 million people in the United States alone — needed to be convinced to prescribe Salix’s anti-diarrhea drug, Xifaxan, Salix determined, according to a U.S. government lawsuit the company later settled. One inconvenient wrinkle: the drug hadn’t actually been approved for such use. No matter. The company’s marketing arm sprang into action, following an industry playbook that the inspector general for the U.S. Department of Health and Human Services is now warning against in a rare “fraud alert.” For six years,
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