In Bad Medicine, you and your opponents are huge pharmaceutical companies. Your goal is to create names and advertisements for new drugs to cure the current Malady, while downplaying any side effects the folks at the lab may have discovered.
Did we mention your company is huge? It's huge enough that the people who formulate the drugs and the people who pitch the drugs don't really talk to each other, so don't be surprised when the person pitching your company's drug is just as surprised as everyone else when she sees what it actually does...