TITLE

'Prevention' deal lets Rx ads hit two targets

AUTHOR(S)
Goetzl, David
PUB. DATE
August 1999
SOURCE
Advertising Age;8/9/1999, Vol. 70 Issue 33, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on a custom-publishing deal between Prevention magazine and Medical Economics Co. that will offer prescription-drug marketers exclusive advertising space in supplements targeting both consumers and doctors, as of August 1999. The supplements, each devoted to a single disease or condition, will run in the Rodale consumer title and two Medical Economics publications. Patient Care, aimed at primary care physicians and Drug Topics, targeted to pharmacists. Although some drug marketers, such as Pfizer, employ similar themes in their direct-to-consumer and professional advertisements, most drug makers typically take vastly different tacks in trying to persuade physicians and consumers to use their products. INSET: Rodale title adopts a Spanish accent.
ACCESSION #
2146282

 

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