I was thinking the other day that I never remembered hearing the phrase "Big Pharma" when I first got a job in this business (1989). Now I have some empirical proof, thanks to the Google Labs Ngram Viewer, that the phrase has only come into prominence more recently. (Fair warning: you can waste substantial amounts of time messing with this site). Here's the incidence rate of "big pharma" in English-language books from 1988 to 2000.
It comes from nowhere, blips to life in 1992, doesn't even really get off the baseline until 1994 or so, and then takes off. (The drops in 2005 and 2008 remain unexplained - did the log phase of its growth end in 2004?)
Update: that graph holds for the uncapitalized version of the phrase. If you put the words in caps, you get the even more dramatic takeoff shown below:
To be fair, though, there seems to have been a general rise in Big Pharma-related literature during that period. Try out this graph, comparing mentions of Merck, Pfizer, and Novartis since 1970. The last-named, of course, didn't even exist until the early 1990s, but they (like the others) have spent the time since then zipping right up, with no apparent end in sight. (Merck, especially - what's with those guys?) And what accounts for this? Business books? Investing guides? Speculation is welcome.
Note: the above paragraph was written before realizing that the Google Ngram search is case-sensitive - so, as was pointed out in the comments, I was picking up on people not caring about capitalization more than anything else. Below is the correct graph, with initial capitals in the search, and it makes more sense. Merck still is the king of book mentions, though, for all the coverage that Pfizer gets.
I'll finish off with this one, using a longer time scale. Yes, folks, for better or worse, it appears that the phrase "organic chemistry" peaked out between book covers around 1950, and has been declining ever since. Meanwhile, "total synthesis" starting rising during the World War II era (penicillin?), and kept on moving up until a peak around 1980. Interestingly, things turned around in 2000 or so, and especially since 2003. And this can't be ascribed to some sort of general surge in chemistry publications - look at the "organic chemistry" line during the same period. Is there some other field that's adopted the phrase?