M e d i c i n e A v e n u e worked as advertising manager for Schering. He was to go on to a vastly successful and influential career with the McAdams agency. While at Schering, Sackler used the services of a young German type designer/salesman, L.W. Frohlich, who had come to this country in 1931. A close friendship developed. Frohlich later founded a landmark medical agency and over the years continued his association with Sackler in numerous business ventures. Frohlich, Hennessey, Sackler, Sudler all were to leave their mark on medical advertising and all served an apprenticeship at or through company advertising units in the 1930's. Arthur M. Sackler, M.D. ( 1913— 1987) No single individual did more to shape the character of medical advertising than the multi-talented Dr. Arthur Sackler. His seminal contribution was bringing the full power of advertising and promotion to pharmaceutical marketing. Until the early 1950’s, “ethical drug” promotion had been a low-key "trade” exercise relying principally on sales calls to physicians. The campaign conducted by Sackler's agency, William Douglas McAdams, for the antibiotic Terramycin (Pfizer) forever changed the Rx industry’s marketing model. He showed how intelligently written, strikingly illustrated/designed advertising used in volume could greatly influence the success of a product. No area of healthcare communications remained untouched by Sackler’s restless ingenuity— advertising, publishing, market research, public relations, medical education, closed circuit television and consumer advertising of Rx products. As the founder of the tabloid Medical Tribune he further affirmed his belief in medical communications as a positive force for scientific advancement. He will also be remembered as a connoisseur of the arts—his Far Eastern collection was world-renowned—and for his extensive philanthropy to museums, universities and medical institutions, both here and abroad. 18
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