TITLE

Pfizer shifts conversation on Viagra in a new direction

AUTHOR(S)
Freeman, Laurie
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, ps1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the attention Pfizer's advertising campaign for the drug Viagra is receiving, including the pharmaceutical industry in the late 1990s. The pharmaceutical industry is taking notes because it marks the first time Pfizer is attempting to manage the dialogue about Viagra since the drug was launched in 1998. Going directly to consumers with advertising about prescription drugs is a reality of the new medical marketplace, an environment where consumers increasingly enter doctors' offices armed with the brand name of the drug they want.
ACCESSION #
1663191

 

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