Medicine Ave 2 is the story of medical advertising—and a celebration of the industry's creative product—from 1990 to 2008. During this dynamic period, the creative product evolved as new customers forced price pressure on pharmaceutical manufacturers. The pharmaceutical industry responded by expanding direct-to-consumer (DTC) advertising in the hopes of increasing patient demand regardless of price. This was accompanied by an explosion of direct-to-patient promotion in support of the DTC efforts, as well as the emergence of digital media. At the same time, advances in technology changed how the advertising industry produced the creative product, resulting in an increase in efficiency. All the while, scientific innovation continued, yielding many new products, and making 1990 through 2008 a boom era for our industry. Medicine Ave 2 presents some of the best creative work from this period, as judged by those who crafted the creative product during their careers. Given the tremendous volume of work delivered, the selected representations are but a sample of the creative output of some very talented professionals during very dynamic times. Enjoy! Ron Pantello 13
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