Medical shops are in great shape

Winters, Patricia
August 1990
Advertising Age;8/13/1990, Vol. 61 Issue 33, p16
Trade Publication
This article reports on the billings gains projection by medical advertising agencies in the U.S. for 1990. Billings at some medical agencies will increase as much as 20% to 25% in 1990. A key factor is that pharmaceutical companies have been cutting back on medical journal advertising in favor of collateral material designed for educational seminars and drug sales forces. A move to collateral material aids medical agencies, since they are paid on a fee basis, unlike consumer-oriented agencies that work for commissions on media spending. M.E.D. Communications said its billings should jump 25% in 1990. Carrafiello-Diehl & Associates estimates its current $72 million in billings will rise 10% to 15% by July 1991.


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