M e d i c i n e A v e n u e The Founders of M edicine A venue Moving into the 1940's, Frohlich, Hennessey, Sackler and Sudler were to establish agencies that would become central to medical advertising for the next 20 years. In 1942, Hennessey became a partner with Sudler in Sudler & Hennessey, at that time a design studio. Also in 1942, Sackler bought into William Douglas McAdams, on his way to controlling ownership of the agency. In 1943, Frohlich opened his agency. The 1940's saw another important name enter the agency lexicon—Paul Klemtner, who had served Rx clients as a certified public accountant in the late 1930's. In addition to auditing and financial advice, he counseled his clients to increase their promotional activities—principally detailing—and to focus on prescribing rather than dispensing MDs. He eventually set up an agency in Newark, NJ, in 1942 to execute the programs he had championed. Coming out of World War II, there existed a core of medically oriented agencies—Frohlich, Klemtner, McAdams, Phibbs, Sudler & Hennessey and Murray Breese, a New York shop that offered competition to McAdams prior to the war and continued on the scene into the 1940's. The business of pharmaceutical advertising was Orinase Prescription Information toosc: raiiwi respond'* begin therapy A"." ®©@f; 0 © «« 0® »ujI mjintcti-KKC<W I Cm. nwt to W, t o fxtieafI response) ochange (tomInsulin to Oritiasct ( ptrviouv insulin dftagc was rothan r..... ... reduce insulin ! immediately: gradtt ilin dwe if rctjx to Otinau: is ohten'cd. see dun tfl u./dav . . . reduce i Win 20$ immediately: cat fulh reduce insulin beyond il point if topottsc t<t Orinme etnmc*LIn thoc patients, h< anO «>'. throe limw <1. u>S upon to hi. jdiywiwi daily, the lew mroih. be .Cnxild rwwirt k*«t ««xe vttlly ten |>hvtlcilcvami W.»«I „<Jf dnemiiutlon wfcitc cetl count . with (Jitlcrcni ioid V*J "I o™«. M a 1 « 1 ("sbeatlar" . • eumplej which , . -) Snut annctjumcct aid (a Supplied: l„ 05 Cm. rcoie lot. bottle* of 50. to'r«mem*lthte on, Ss now available jU pjohn j he new oral antidiabetic agent DRINASE invettigaiionally in more than 1 cjdv for votir prescription now. < V now available in all leading ,Acni>tk>n pliarntatio. But please- riojc «*u prescribe this exciting new i.-I* sure you understand Us himtr. t. rciatisrly mild and Mable. K-iiujidt coinml led by dietary r • alone, and developed son irt die age of SO years. If. Upjahnf ic. Rat ul m tl.vn.id fiinc lion: •!) hepatic miration; and f>) dialictcs adequately i.ti.>llcd In dietaty restriction. in patients with a Satisfactory pome io Orinase. the hlood sugar K. ghcosuria diminishes, and such uptom* av pruritus, polyuria, and tipiasia disappear. It is not a snbsri- :r iitMiliti. \,„1 it rctjttiies tltc T **Hcren.c to luric principles of 1sto control as «h.ex insulin. cat.. dietary regulation; texts for glwoMtttj and keidniirta: hygiene: cxcittw: in- stiuction of the patient to recngrii/e and counteract impending hvpoglvtctiiia. to follow rigidlv direction* regarding diet and continuing me of the drug aod to icjiort immediate!! to the plivxkijn am feeling of illness. Extreme cate mint l< taken during tltc Hamilton |*ctiod to avoid ketmis. acidosis, ami coraa. Side effect*. To tlate. tlte most serious side clfect is hypoglycemia, which un* occur occasionalb and is most likdv to occur during the Hamilton period ftotn insulin to Otinase. Otlier uttlowatd te- aclions to Otin.oe ate late, muallv of a mm-scrinus nattnc. am! tend to disappear on adjustment of dosage, e.g. gastrointestinal disturbances, headache, variable allergic skin manifestations, and alcohol intolerance. Clinical toxicity. Aside fiom an octa xlonat hypoglycemia.Onnaw appears to Ic remarkably free of gross clinical toxicity.There is no evidence of crystalhtna or other untoward effects on cowl function. or of hepatotoxicity. Except for a rare leukopenia of mil ’ *" has Iwen rcvmiMc (in J degree, which mice c 3 One of a series of reports on Qortove Key to a New Era in Medical Science F ir»l »ynilwaizcd from u bile acid in tho Merck Research laboratories in 1916, Corlonc* was uaol initially at the Itiro Oiaie with dramatic result* in the treatment of rheumatoid arthriti*. Stuec that lime, rlinical studies cniMluricd by more than a ihmisand investigator* have in.licat.xj a liroad *pec t rum of M«efuUc. for this hormonal sulistancc. A* a result of steadily increasing production, adcs|uate >uppfW-. A Cofloae now arc available for therapeutic use hv the physician. produced jjriUug ciiniealimprowmrnt are; KIIKI’MATOII) ARTIIHITIS un.t KvUtol ItlieuniaUe Dixaxr* ACUTE KUEUMATIC FEVElt BROXCUIAL ASTHMA EYE DISEASES, Indudin< NomsikcIAo Mti*. Iririor>clit!». Uvrtli,, and Syotp»- thetic OptuhtliuU <KIN DISORDERS. Not,My Pcntldiitms Anatwu-urotir Edrma, At<tfM« Di-rmatiin* C*ic» Stxoodvy to Drug lUkeliont Qortove corroxE ,urut» Aotiw ktmtl n nJiH» to ail li.Mp.ut. npim l 1. the .Kmrtinn 'l-.VJ l.« inilut prriwl m# tr«c*«c. MERCK A CO-l'f- ^ tcoansoxE am * m i) S.K .F.’s Remarkable New Drug — r FOR CONTROLOF SENILE AGITATION THORAZINE’ ‘Thorazine’ can ‘'change tltc hostile, agitated, senile patient into a quiet, easily managed patient.” (Winkdman, N. W., Jr.: J.A.M.A. /yj;t8 |May ij (9J4) Available in cableu and ampul solution for injection. Additional information on •Thorazine* is available on request. Smith, Kline St, French Laboratories IS30 Spring Garden Street. Philadelphia I I *Tradcmark for chtorpromazinc hydrochloride, S.K.F. 1 2 22
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