what exactly is it? i mean how do you categorize it and define it?
It's a term made up by drug companies to flog a blockbuster drug.
This is what's known by some in the industry as "disease mongering". ie, you make up a disease so you create a market for a drug.
Let me tell you a story.
Some years ago, following the success of a certain erectile dysfunction drug, medical journalsists began receiving press releases announcing a hitherto undiagnosed condition known as FSD.
The press releases were issued by a PR company employed by a multinational pharmaceutical company.
FSD, or female sexual dysfunction, the press release said, was affecting the lives of countless women around the world.
The release presented new "research" showing women were dissatisfied with their sex lives. They were having trouble reaching orgasm and they simply weren't being turned on.
The problem wasn't with sexual ineptitude of their partners, or the fact that they were too tired from being at the office all day and coming home to screaming kids to think about sex.
They were victims of a dire medical condition!
The "research" was dutifully reported in the mainstream media, and women began to recognise themselves, and worry, and wish there was a cure for this awful condition.
How relieved they were when the very same company announced not long afterwards that they were releasing a new drug, for..... FSD!
How happy the drug company and the shareholders were to have such a receptive market for their product!
Not long after that, journalists began getting press releases about a newly discovered medical condition, known as.... restless leg syndrome.....