Lewis & Gace, 76 Liebman, Milton, 291 Lilly/ICOS, 131 Lipitor, 86, 130, 132 Lippincott Williams & Wilkins, 142 Lippincott-Raven, 142 Litton Industries, 143 Lowe Healthcare Worldwide, 79 Lowe McAdams, 290 Lubalin, Herb, 290 Lunden, Joan, 132 Lupron, 49 L.W. Frohlich/Intercon, 289 Lyon Heart, 87 Lyons, Michael J., 290 Lyons Lavey Nickel Swift, 86-87, 290 Macintosh, 108-109 managed care, 125, 126 Mann, Fred, 292 manuscripts, digital technology effect on, 101-102 Mark Martin advertisements, 131 Mayo Clinic Proceedings, 137 McCann Healthcare Worldwide, 79 McFarland, James, 290 McGraw-Hill Companies, 143 McIntyre, R. Joseph, 290 Meaney. Martin, 76 Media General, 144 media-neutral creative process, 94, 95 media outlets available to consumers, 112- 113, 126, 140 digital technology effect on, 95, 103, 108-110 integration of digital media, 118-120 predicted use of, 283-284 Medical Broadcast Company, 110 Medical Broadcasting, 88 medical communications balancing of, 38 demonization of, 50 laws governing, 53 Medical Economics, 137 Medical Economics Company, 142, 143, 289, 290 Medical Marketing & Media, 291 medical publishing advantages of advertising, 144 affiliation with database aggregators, 141 branding ofjournals, 140 decrease in advertising, 92 expanded income streams for, 141, 143 future of, 145-146 history of, 137 ownership realignment, 142-143 physician's reading habits and, 143 primary developments in, 136- 137 specialty journals, 138-140 targeted messages in, 143-144 Medical World Communications, 142 Medicare and Medicaid programs fraud and abuse prevention, 43 Medicaid Rebate Statute, 45 Part D Plans, 29 payments from, 31 and Pneumovax ad, 121 reimbursement system, 44-45 medication errors, 51 Medicus Advertising, 87 Medicus Communications, 292 Medicus Intercon, 72-73 Medscape, 141 Medscape Physician Connect, 117 Medsite, 116 MeetingMaker, 99 Merck, Sharp & Dohme International direct-response TV ads, 127 international campaigns, 75-76 Pneumovax, 121 Propecia, 129 Proscar, 127 Zocor/Cozaar, 90 merger decade, 86-87 Merrell Dow, 123, 125 Miller, Lewis A., 292 Minitran, 124 misrepresentation allegation, 43 MM&M Agency Guide, 88 mobile space advertising, 117 Modern Medicine, 137, 141, 289 Mosby, 142 Motrin, 122 multidisciplinary research, 34-35 MyDrugRep.com, 115-116 Nani, Paul, 144 National Human Genome Project, 25-27, 34 National Institute for Healthcare Management, 130 National Institutes of Health (NIH), 24-29, 31, 37, 100 Nelson Communications, 87 Neurontin, 49 new drug applications (NDAs), 85, 86 New England Journal of Medicine, 137, 140-141, 144 new molecular entities (NMEs), 86 Nexium, 129 Next Generation Digital Advertising (NGDA), 87 Nicoderm, 125 Nicorette, 123, 124 Novartis, 88 Novo, international campaigns, 75 Office of the Inspector General (OIG), 43, 47 off-label promotion 1962 Drug Amendments and, 46 allegations of, 43 and approved labeling, 58 Fraud and Abuse laws and, 67 paradox, 46, 65-66 pricing promotion and, 45 Ogilvy Healthworld, 79, 87-88 Omenn, Gilbert S., 50 Omnicon, 87, 112 Oncology Group, 142 OncologySTAT, 141 O'Neill, Harold J., 289 on-line advertising, see internet advertising Orphan Medical (Xyrem), 49 Osier, Sir William, 39 over-the-counter (OTC) drugs in Australia, 74-75 vs. prescription, 51 Ovid, 141 OxyContin, 49 P4 healthcare, 25 Pace, 88 Pacific Communications, 88 Paling Ellis, 76, 79 Palio Communications, 87, 88 Pantello, Ron, 292 Parish, Clifford A, 291 Parke-Davis/Pfizer (Neurontin), 49 Patient Care, 292 Paxil, 130 PERQCorp, 291 PERQ/HCI, 138 personal digital assistants (PDAs), 117 Pfizer Cardura, branded advertising for, 124 Lipitor, 86, 132 multi-drug settlement, 49 Partners in Healthcare series, 123 Viagra, 92, 130-132 Pharmaceutical Advertising Council (PAC), 122 pharmaceutical industry decline in reputation of, 51 expansion into global marketplace, 69-70 in-person advertising, 141-142 mergers and acquisitions, 88-89 on-line consumer information, 132-133 299
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