T h e 6 0 ' s M edia and Marketing Research Marketing audits and research services on pharmaceuticals had developed in response to the promotional boom of the 1950's. During this period, Ray Gosselin, taking the idea he had investigated for his master's thesis in pharmacy school, began tracking Rx purchases at the retail level; Harry Knox launched a service that monitored promotional expenditures in journals, direct mail and detailing; and most importantly, Lea Associates in 1956 began comprehensive research among physicians on diagnosis and prescribing—the National Drug and Therapeutic Index (NDTI). The increase in pharmaceutical advertising and promotional budgets in the 1960's saw a movement of clients and agencies toward greater efficiency in allocation of funds using these and other data services. Research techniques from consumer advertising were increasingly applied to the Rx field. In 1962 Mark Dresden with Sam Davis launched Media-Chek, a syndicated survey of medicaljournal readership linked to prescribing patterns and preferences. 3 in senile agitation... Her only comfort in life is her dog... Crowds distress her...She grows agitated when her pension check is late. This anxious patient and others can feel more comfortable on Vistaril_ because Vistaril cajms smoothly, makes them feel better without the euphoria or psychic overgratification that fosters habituation. W hat is V islaril? V istaril is hydroxyzine. a tranquilizer entity, totally different from the diazc- pincs, meprobamates and the phenol hiazincs. W hile equal to the diazepines and meprobamates in effectiveness, Vistaril has been remarkably free of the unwanted psychic and somatic reactions associated with other tranquilizing agents because its primary effect is exerted at the seal of anxiety. Vistaril tranquilizcs with less complication than do the phcno- thiazines. Unwanted effects, such as hepatotoxicity, blood dyscra- sias. skin pigmentation, and opacities of lens and cornea, arc not characteristic of Vistaril activity. Vistaril tranquilizcs with less complication than do the minor tranquilizers. W ithdrawal symptoms. possible psychotropic drug incompatibilities, blood dyscrasias and hepatotoxicity, seen with some minor tranquilizers, arc not characteristic of Vistaril. \Pfizrr, s.'k? :e--/ No other tranquilizer is as precise, as uncomplicated, “Vistaril (HYDROXYZINE) 53
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