Contents Acknowledgments / vi Medical Advertising Hall of Fame Executive Committee / viii Foreword / xiii The Creative Product / 1 Creativity / 2 Copy Writers / 4 A rt Directors / 5 Account Management / 6 Branding / 7 The Client / 8 The Work / 9 The Story of Medical Advertising in America / 11 The 40’s / The 50's / 21 In-House Advertising Departments / 33 The 60's / 41 The 70's / 57 The 80's / 69 The 90's / 91 Medical Advertising Agency Founders Tree / 110 References / 112 Index / 113 v
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