That complaint is at the heart of a battle between the FDA and Pharmanex Inc., which manufactures a product called Cholestin, which it sells as an supplement in Wal-Mart and other big chains. The company contends that the product is a natural alternative for people who are too healthy to take the drug. Meanwhile, as other drug makers begin producing herbal pills, the F.D.A. is struggling to find a way to exercise its limited oversight authority. His company's share would be 10 percent of pretax revenues. Friedman said the industry's growth could be even greater as more retailers make room for brand-name supplements on their already crowded shelves.
Pharmacists know it, doctors know it and consumers know it.
That is the edge in bringing these new people into the fold.