Merck DTX pharmacy circular ads break new ground

Goetzl, David
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, p10
Trade Publication
This article looks at the direct-to-consumer (DTC) advertisement for the anti-hair loss drug Propecia from pharmaceutical company Merck & Co. in the U.S. in October 1999. Sav-Mor Franchising, which operates a chain of 72 drugstores in Michigan, will launch a program on October 4 that will allow marketers to run a DTC print advertisement in the circulars it sends home to potential shoppers and distributes in its stores. Merck will have the chance to distribute Propecia brochures on the pharmacy counter to augment the commercial's effect. Sav-Mor is charging only $5,000 for a circulation of 450,000. The idea is to capitalize people's trust in their pharmacist.


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