Foreword The Medical Advertising Hall of Fame is pleased to present the second installment chronicling the progress of our industry, Medicine Ave 2. This volume is dedicated to those advancing our industry with their passion and drive, integrity, creativity, and dedication to enhancing and extending human life, in service to the healthcare industry. The Medical Advertising Hall of Fame was founded in 1996 for the purpose of recording the history of medical advertising and to honor those individuals who have created this industry. Recently, the mission of the organization was extended to help attract new talent to the medical advertising profession by providing students in leading educational institutions with a comprehensive description of the role the profession serves and the career opportunities that exist within the industry. Attracting future leaders is as important to our organization's mission as is recognizing the leaders of the past. Significant developments and achievements in our profession have occurred since publication of the first installment of this series, Medicine Avenue: The Story of Medical Advertising in America. Scientific advancements and regulatory practices have continued to define and influence our industry, but there also has been significant progress in how and to whom we communicate about healthcare products and services. The past two decades have seen the rise and expansion of direct-to- consumer advertising, the emergence of digital and interactive communications, and the proliferation of global brand building, among other advancements. Moreover, there have been fundamental changes to the structures of medical advertising agencies and publishers. Ours has evolved into a diverse and multilayered profession, the leadership for which has moved from the early pioneers whose names adorned their agencies to corporate-owned entities within large, globally diverse holding companies comprised of professional business managers. It is against this dynamic that we tell the story and paint the picture of the past two decades in the advancement of medical advertising through Medicine Ave 2. Scott D. Cotherman Chairperson Medical Advertising Hall of Fame 11
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