Motivational deficiency disorder

The disease was first described in an effort coordinated by Ray Moynihan when BMJ published a description of it for April Fool's Day in 2006.

[2] In the original campaign medical marketers recommended treating the disease with a drug called "Indolebant".

They presented a case study in which a lazy man who took the drug then got off his sofa to begin a job as an investment adviser.

[1] In 2008 Consumers International revived the campaign to draw further attention to the issue of disease mongering.

[4][5] The disease was invented and presented to the public as a demonstration that some media outlets are willing to publish sensational health stories and that people respond with worry when they do.