The creative product depicted in Medicine Ave 2 is the work of many talented writers, art directors and account teams. Medicine Ave 2 recognizes that the 1990s and the 2000s ushered in an array of new media that challenged traditional medical advertising professionals. Our industry responded by finding ways to use the new media to better serve our clients and their customers. Clearly, such innovations as direct-to-consumer advertising, direct-to-patient promotion, customer relationship marketing, wellness programs, and of course digital medias have made great contributions to healthcare. Therefore, Medicine Ave 2 includes both the story of these new media and examples of work appearing in them. While all the new media evolved from fad to necessity, traditional medical advertising continued its winning ways. Medicine Ave 2 presents the outstanding medical advertising of the past two decades, featuring the emergence of new therapeutic categories representing major scientific breakthroughs. Medicine Ave 2 is intended to be a celebration of our creativity, our industry and its people. 4^
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