M e d i c i n e A v e n u e 1 Cuent: Pfizer Roerig. Agency: Sudler & Hennessey. AD: Mike Lyons. Photog: John Conboy, Copy: Jane Sarnoff 2 Cuent: Key. Agency: Bologna Intl. AD: Mark McDowell. Copy: Frank Hughes. (1980). 3 Cuent: Key. Agency: Bologna Intl. AD: Mark McDowell. Copy: Frank Hughes. (1980). (1982). Competition in medical advertising was intensifying as new agencies developed from the pool of writers, art directors, and account personnel created at the older agencies by the expanding funds pharmaceutical manufacturers invested in advertising and promotion. For example, medical journal advertising had totaled S86 million in 1966 and had gone to $102 million by 1971 and to $132 million by 1976. Similar increases were seen in other areas of pharmaceutical promotion as companies added sales representatives, conducted pre-launch information programs to assist the introduction of new products, and utilized a wide range of other media to compete for physicians' attention. In 1972, Frank Corbett sold his agency to the consumer giant Batton, Barton, Durstin & Osborne (BBD&O)—the same year B&B invested in Medicus. Along with JWT's Deltakos, these were the principal consumer agencies in the held in the 1970's (Ted Bates had discontinued its medical section). The Corbett sale marked the beginning of a trend that would see virtually all major medical agencies purchased by large consumer agencies as these organizations diversified broadly into a range of communication services. 1 If he’s making the rounds of San Francisco... Antivert c (meclizine HCl) tor vertigo* CONTRAINDICATIONS Adminutration of Antivert during pregnancy “f to women who may become pregnant i« contraindicated in view of the teratogenic effect of the drug in fat*. The administration of meclizine pregnant rati during the 22cf|. 15th day of gestation has produced cleft palate in the offspring Limited studies using doses of over 100 mg / kg./day in rahhns and 10 mg /kg /day in pigs and monkeys did not show cleft palate. Congeners of medicine have caused deft palate in species other than the rat. Meclizine HCl is contraindicated in individual* who have shown a previous hypersensitivity to it. WARNINGS Since dmwunca* may. on occasion, occur with use ol this drug, paltents should he wanted of this puv sihtltty and cautioned against driving a ear or operating dangerous machinery CXage in Children Cltnic.il studies establishing safety and effectiveness in children have not Keen dime; thcrciorr. usage is not recommended in the pediatRC age group. L'sagc in Pregnane v See "Contraindication*." ADVERSE REACTIONS. Drowsiness, dry mouth and. ROeRIG<®> Ann vert14 (meclizine HCl) has been found useful in the management of vertigo associated with diseases affecting the vestibular system. It is available as Antivert (12.5 mg. meclizine HCl) and Antivert 25 (25 mg. meclizine HCl) scored tablets for convenience and flexibility of dosage. Antivert 25 (25 mg. meclizine HCl) Chewable Tablets are available for the management of nausea, vomiting, and dizziness associated with motion sickness. 62
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