Corbett Accel Healthcare Group, 87, 92, 146, 291 Corcoran, John, 74-75, 292 "corporate death penalty", 44 Corporate Integrity Agreement (CIA), 47, 49 cost efficient process, for creative product, 89 cost-effectiveness, 60 COX-2 Selective NSAID category, 129 Cozaar, 90 creative brief, 99 Creative Healthcare Solutions (CHS), 87 creative process drawbacks of digital technology on, 104 importance of, 14 increased efficiency of, 97, 99-100, 108-109 and medium, 94 vs. production process, 95 Creative Work Plan, 75 Cybercitizen Health v8.0, 110 Davis, Clyde R, 291 Day, Herb, 291 DDB Healthcare, 79, 92 Dean L. Burdick Associates, 290 Decadron, 77 deferred prosecution agreement, 48 Deltakos, 76 Department of Health and Human Services (HIIS), 43 Department of Justice enforcement action, 46-47 False Claims Act (FCA), 43-44, 45, 48 deregulation of prescription drugs, 126 detail aid, digital technology effect on, 97-106 Detrol (Detrusitol ex-US), 90 Dhoble, Rob, 144 digital technology and agency structures, 85 beginnings of, 108-109 and copywriting, 100-101 downsides of, 97 and manuscripts, 101-103 and meetings, 99 and message delivery, 95-96, 105 predicted role in customer dialogue, 284-285 and presentations, 103-104 and production, 105-106 and regulatory review, 105 and research, 98-99 and tactics vs. strategy, 94 and tailored information, 113-114 watershed developments in, 96-97 see also consumer health information Digitas Health, 88, 110 direct-to-consumer advertising (DTC) absence of specific regulations for, 55 acceptance of, 120, 126-127, 129 attacks on, 64-65 branded, 124-125 Burns, William on, 134 celebrities in, 132 controversies over, 91, 130 and digital technology, 109 direct-response-driven DTC, 127 early days of, 121-122 FDA and, 61-65, 91-92, 112 first major TV spot, 125 increase in expenditure for, 92 vs. journal advertising, 144 and larger agencies, 110 Merrill Dow, 123 moratorium on, 122 online, 132-133 Pfizer (Viagra), 131 physician's response to, 114, 124, 125, 128 positive return on investment (ROI), 130 types of, 91 direct response advertising, 127 disease awareness advertisements early experiments with, 64 erectile dysfunction (ED), 92 nicotine patches and, 127 Pneumovax, 121 trend-setting agencies, 123 types of, 91 "disease-of-the-month" healthcare, 37 Diversified Agency Services, 144 Dole, Senator Bob, 131 domestic vs. international marketing, 70-71 Dorland & Sweeney, 76, 78 Dorland Sweeney Jones, 290 Dorritie, John F., 289 Dorritie & Lyons, 291 Dorritie Lyons & Nickel, 8 7 DotComAdvisors, 116 Dougherty, Jim, 293 Dowden Health Media, 142 Doyle Dane Bernbach, 79 Draft Guidance (July 1997), 63, 128 Draft Guidance (May 2009), 53, 58 DraftFCB Healthcare, 79 Dresden, Mark, 290 Dresden-Davis, 290 Drug Amendments (1962), 42, 46, 52 DTC National, 121 Dudnyk, 88 Economic Stimulus Package (2009), 31 eDetailing, 115-116 editing, digital technology effect on, 102 educational web sites, 133 electronic age, effect on healthcare advertising, 84 Elsevier, 141 eMPR, 141 enabling technologies, 26 enforcement actions, 46-47, 128 Epocrates, 117 erectile dysfunction (ED) advertisements, 130-132 Estraderm, branded advertising for, 124 Euro RSCG Healthcare, 292 Euro RSCG Life Worldwide adoption of Lally, McFarland and Pantello, 86 creation of, 88 globalization of, 79 evidence-based health care, 31, 34 expanded enforcement, 51, 52, 67 Exploria, 115 Eyckmans, Steff, 79 "Faces of Ed" campaign, 131 fair balance, 55, 57, 58, 61, 63, 105 False Claims Act (FCA), 43-44, 45, 48 FCB Healthcare, 90, 290, 291, 292 FDA. see Food and Drug Administration (FDA) federal preemption doctrine, 53 Federal Register (May 27, 2009), 58 Federal Trade Commission (FTC), 42 Ferguson, Thomas G., 291 Ferguson Communications, 86 Field, Sally, 132 Fink, August "Gus", 292 Fisher, John J., 291 FlightCheck, 106 folic acid, 30 Food and Drug Administration (FDA) Administration Act (2007), 65 advertising vs. labeling, 54 alternatives to brief summaries, 64 branded DTC via broadcast media, 127 brief summary, 137 297
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