Foreword The Medical Advertising Hall of Fame is pleased to present our first publication, Medicine Avenue: The Story of Medical Advertising in America. This book is dedicated to all the men and women who have and are applying their unique intellectual capital to the creation of responsible, creative healthcare advertising. The Medical Advertising Hall of Fame was founded in 1996 for the purpose of recording the history of medical advertising and to honor those individuals who have created this relatively young industry. As the early founders in the business have passed on or retired, it became evident that efforts were necessary to capture the culture of the industry before that culture was lost. Historically, the medical advertising business was comprised of a homogeneous group of professionals learning their craft on the job. Today's medical advertising business is composed of a heterogeneous group of professionals from varied backgrounds making a multi-disciplined contribution to our business. It is the Medical Advertising Hall of Fame's fervent belief that given this new diversity, it is time to capture the first words and pictures that made our industry great. It is with this in mind that the Medical Advertising Hall of Fame proudly presents Medicine Avenue: The Story of Medical Advertising in America. Ron Pantello Executive Committee Medical Advertising Hall of Fame
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