Subject Index 3M, Minitran branded advertising, 126 Abelson-Taylor, 144 Academic Press, 142 Accel, 87 account management, importance of, 17 account planning, 85 Actimune, 49 Adobe Photoshop/Illustrator, 108-109 Advanced Medical Technology Association (AdvaMed), 49 Advanstar Communications, 141, 142, 143 Advertising and Design Associated, 76 agency structures consolidations, 86-88 consumer oriented agencies, 73, 74, 79, 85, 87, 90, 92 digital technology effect on, 85, 109-110, 118-119 future leaders, 288 globalization of, 68-71 new agencies created, 88 predicted reengineering of, 282 Allegra, 129, 130 Amazon, information access and, 147-148 American Academy of Family Practice, 49 American Medical Association, 49 Angel, Jack, 50, 291 Annals of Internal Medicine, 137 Anti-Kickback Statute, 43 Apple, 108-109 approved labeling, consistency with, 58 Archives of Internal Medicine, 137 Argon, 79 Arranz & Sudler, 74 art directors (ADs) digital technology skills and, 103 importance of, 16 Ascend Media, 142 AstraZeneca, "Purple Pill" campaign, 129 audience expansion, 85 Aventis, 88 average wholesale price (AWP), 44-45 Baldini, Robert, 292 Barnett, Lester, 291 BBDO, 293 Bcom3, 87 Becker, Robert A., 289 Beecham, 88 Benton and Bowles Healthcare, 76 Berners-Lee, Tim, 96 Bigelow, Jon, 143 Blackwell Publishing, 142 Blocadren, 77 blockbuster drugs, 86 Bob Dole advertisement, 92, 131 Boniva, 132 Boots Pharmaceuticals, 121-122 Bowes, Reginald A., 290 Brady, Phillip T., 292 Brand Pharm, 87 branded advertising brand book, 77, 100 digital challenges to, 108, 118 DTC on-line, 133 FDA restrictions lifted, 122 global branding campaign, 77, 78 increase in, 124-126 standardization for multiple markets, 90 TV advertising and, 131-132, 133 branding, 18 brief summary alternatives to, 64 in DTC, 61, 63 effects on journal publishing, 137 Food and Drug Act requirements for, 54, 55 and full disclosure, 56-5 7 broadcast advertisements brief summaries alternatives, 64 criticism of, 133 FDA 1997 requirements for DTC, 92,121,127-129 FDA advance review of, 65 and major statements, 54, 56, 63 Prevention survey, 129 Rogaine campaign, 124-125 TV debut of drug advertisements, 122 Buechert, Robert W.F., 291 Burdick, Dean L., 290 Burns, William, 134 Burroughs-Wellcome (B-W), 74, 291 business practices adapted in response to enforcement, 48 investigated by the government, 44 predicted new clients, 282-283 Cadient Group, 88, 112 Cambier, Michel, 79 Cardura, branded advertising for, 124 Carrafiello, Lou, 292 Carrafiello Diehl & Associates, 292 Carter, Jay, 144 Castagnoli, William G., 292 CDM World Agency, 92 Celebrex, 129 celebrity advertising, 32 Cement Works, 88 Centron, 88 Chapman, Lansing, 289 Chapman family, 143 Churchill Livingstone, 142 Cialis, 131-132 Ciba, branded advertising from, 124 Ciba-Geigy, 88, 89 cimetidine, 77-78 Claritin, 128-129, 130, 132 Clark-O'Neill, 289 clients mergers, 88, 89 role in advertising, 18 Cliggott, Richard T., 292 Cliggott Communications, 142, 143, 292 Cline, Davis & Mann (CDM World Agency), 79, 92, 291, 292 Cline, Morgan E., 291 Clinton Health Plan, 50, 125 CMP Healthcare Media, 142 Coalition for Healthcare, 49-50 Code of Federal Regulations (Title 21), 53 codes of conduct, 49 Cohen, Jacob G., 289 Collins, Francis, 25-26 CommonHealth, 86, 291, 292 comparative claims, limitations on, 59-60 compliance programs, 43, 47 consolidations, 86-88 consumer health information access to, 112, 126 balancing of, 38, 50 confusion over broadcast advertisements, 128 on-line, 109-111, 113-114, 132-133 see also direct-to-consumer advertising (DTC) consumer oriented agencies, 73, 74, 79, 85, 87, 90, 92 consumer-centric marketing, 118-119, 285 continuing medical education (CME) promotional vs. certified, 55 proposed FDA controls over, 49 Cooper, Norman, 292 Cooper-Broski, Elisa, 144 copywriting digital technology effect on, 100-101 importance of, 15 Corbett, Frank J., 289 296
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