T h e 9 0 ' s Promotional R ebound The reduced spending of 1993 to 1994 proved to be short lived. The movement toward greater governmental control of healthcare finance and delivery was defeated in Congress. Companies learned how to market to managed care and the restrictive drug formularies predicted at MCOs failed to materialize as physicians resisted controls on their prescribing and patients showed preference for brand name pharmaceuticals. Also, as had happened in the past, the industry's research departments delivered new, important products that were immediately in demand. The result was a promotional recovery that began in 1995 and a continuation of the trend in Rx promotional growth into the late 1990's. Client: Roche. Agency: McAdams. AD: Mike Cummo. Copy: Claire Hakun (A rare example of an ad identifying with a physician's—rather than a patient’s—daily routine) (1993). IN ACUTE PULMONARY EDEMA DUE TO CHE "Make it BUMEX, / mg IV STAT." B u m e x .brandof, . , bumetamde Copytty* © »‘>’ 3 try Hc/frnvw-Ur Rocnc lf* An teurvM THINK OF IT FIRST THERE IS NO GENERIC SUBSTITUTE . As with all loop diuretics, excessive doses of Bumex (bumetanide) can _ _ Roche LabOratOriGS lead to profound diuresis with water and electrolyte depletion; therefore, a ©visiono<Hoftnamta RocheIre scrum electrolytes should be carefully monitored. "Diurese him." FOR DIURESIS YOU CAN COUNTON 93
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