No cure-alls

April 2000
Advertising Age;4/24/2000, Vol. 71 Issue 18, p64
Trade Publication
The article discusses the practice by prescription drug marketers of supporting the product with direct-to-consumer advertisements backed by large mass media budgets. Hoffman-Larches' struggles with the weight-loss drug Xenical, a brand of Orlistat, was discussed. There are regulations that require brand specific advertisements to be specific about the side effects of drugs.


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