M e d i c i n e A v e n u e Client: Merrell. Agency: Sudler & Hennessey. AD: Herb Lubalin. Copy; Don Clark. (1954). At this time, company field forces were small, numbering in the hundreds rather than the thousands as they do today. Accordingly, to reach physicians, a heavy promotional role was given to non-personal selling techniques—direct mail of all kinds and journal advertising. "During this period," Hennessey recalls, "it was difficult for anyone in the communications business to miss. The drug industry became alive with [new products] and the need to spread the good news."5 Cortez Enloe, at a seminar on pharmaceutical marketing in 1955, commented, "In 1946, there were four or five genuine medical advertising agencies in the pharmaceutical business. Today, there are eighteen ... that also indicates that a lot of money is being spent by advertising agencies, few of which have gone broke ..."6 Medical advertising was booming along with the pharmaceutical industry. The boom stimulated the founding of new Rx agencies. Robert E. Wilson, after working in the advertising departments of G.D. Searle and William R. Warner, went out on his own to open his agency in New York in 1952. In Philadelphia, in proximity to a concentration of Rx manufacturers, Ted Thomas began business in 1953 in competition with Lee Ramsdell and the consumer agency Lewis & Gillman, which handled advertising for American Home Products' ethical drug company Wyeth. Jordan Sieber in Cliicago became Jordan Sieber In 1,272 consecutive cases thcro has been no mydriatic effect. Rebel was highly citifying, with virtual freedom from undesirable i*de effects, such as blurred BENTYL SPUTS A QUICK STOP TO the quick-acting anti safe antisptmnodic/ no atrOj ctladonna ■—like side effects/ safe even in the presence of glaucoma 2 caps, t.i.d. Composition & Dosaxc: ccrtm Caps, and Syrup—each cap /tcaspocnfol (5 cc.) contains 10 mg. scum (dicyclomine) Hydro chloride. Benin, with Phenobsrbital adds 15 mg. phcncbarbital to the formula. Adults- 2 caps., 2 tcaspoonful* syrup, ti.d. before cr after meals. If necessary, repeat at bedtime, fitMia 20 mg. Tabs, with Phenobarbetal contain 20 mg. itnm. 15 mg. phenobarbvtol. Adults—1 tab. t *.d. sr.tj at bedtime, if needed. BCMtnRepeatActionwithPhenobarbitalTabs. contain 10 mf. wrrrn. 15 me. phenabatbital coated core. Adutts-1 or 2 tabs, at bedtime. Or every eight hours as needed Supplied: Caps.—bottles cf 100.500and 1.000:20mg. Tabs.. Repeat Action Tabs.—bottlos of 10D and 500. Syrop-lSor. and caUon fc Injcctkm—2 cc. ampufs. t> of 4; 10 cc. multiple dose vials. J 28
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