Bristol-Myers Squibb Co. has worked with hundreds of patients in its promotional efforts. The drug maker says every collaboration, except for one, has been positive for both Bristol-Myers and the patients who tell their stories.

Andy Behrman is the one.

In 2004, Bristol-Myers held a retreat for 1,250 sales representatives, to prepare them to market a powerful psychiatric drug for a new use -- bipolar disorder.

A video of Mr. Behrman, a 42-year-old bipolar patient, filled a gigantic screen. He recounted how a Bristol-Myers drug, called Abilify, had changed his life. Unlike other medicines he had tried, Abilify had no side effects, he said. The testimonial drew a standing ovation.

But Mr. Behrman says he had only taken the drug for four days before the video was filmed. He says he later experienced side effects -- including dazed spells and agitation in his legs -- unpleasant enough that he stopped taking the drug within a year. He says he eventually told several company employees privately about the difficulties he was having with the drug.