The Modern Medical A dvertising A gency edical agencies will follow the scientific tradition advocated by Dr. Fishbein today and continuing into the next century. But they are now much more than ad makers who translate the medical literature into "logical" product messages. They have become diversified organizations providing more than advertising and sales force materials. Their divisions are now involved in medical education, sales training, public relations to professional and lay audiences, Internet programs, consumer advertising, international campaigns, corporate design and strategic planning—all activities required in a competitive climate for marketing These kinds of services, as well as basic professional advertising, are in demand because, once again, the pharmaceutical industry is in the midst of an upswing. The government and managed care have recognized that the therapeutic efficiency of pharmaceuticals is essential to controlling healthcare costs. The Rx industry has also benefited from the Prescription Drug Users Fee Act (PDUFA) which provided for additional review staff at the FDA and accordingly more rapid approvals, putting more new, improved products on the market. Revised regulations on DTC advertising have also contributed to an optimistic promotional atmosphere. Pharmaceuticals, with their biotech component, are part of the technological achievements that are propelling the American economy. Medical agencies are again in the forefront in communicating the news of beneficial and life saving products to healthcare professionals and the public. Pharmaceutical marketing will continue to build from basic promotion to healthcare professionals, to include programs directed to managed care management on costs and clinical outcomes, to extend to international markets where the communication common denominator will be medical science, and to reach the public with product message in consumer language. This complicated, interacting, informational mosaic will need to be designed by an informed and creative command center—a role medical agencies are equipped to play success.
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