Subject Index and physician information seeking, 114-115 predicted industry growth, 281 shift to direct-to-consumer advertising (DTC), 112 Pharmaceutical Research and Manufacturers of America (PhRMA) codes of conduct, 49 voluntary guidelines for reminder promotion, 57 waiting period for promotion, 133 Pharmacia & Upjohn, 90 Phibbs, Harry C., 290 Philips, Jerry, 291 Physician Interactive, 115-116 physician's attitudes effect of reading habits on journal publishing, 143 "heavy writing" physicians, 138 internet advertising, 115-116 on-line activities, 114-115, 117-118 physician's response to DTC, 114, 123, 124, 125, 128 preference for medical journals, 145 Pneumovax, 121 Postgraduate Medicine, 289 PR Marketing Representative, 122 Pravachol, 129 Precautionary Principle, 38, 50 Premarin, 124 prescription drug deregulation, 126 Prescription Drug User Fee Act (PDUFA), 85-86 presentations, digital technology effect on, 103-105 Prevacid, 130 Prevention, DTC surveys, 129 prevention research, 35-36 Prilosec, 129, 130 production process vs. creative process, 95 digital technology effect on, 105-106 Propecia, 129, 130 ProScape, 117 proteomics, 26, 30-31 Prozac, 130 Publicis Healthcare Communications Group, 79, 87, 110 Publitec, 76 Purdue-Frederick (OxyContin), 49 Quadrant HealthCom, 142, 143 quality of care, 36 questionable practices, 58 qui tam actions, 44 Raven Publishing, 142 Razorfish, 112 Reed Elsevier, 142 Regan Campbell Ward, 88 regulatory agencies in addition to the FDA, 52, 67 digital technology effect on, 105 self-regulation vs. government, 133 see also Food and Drug Administration (FDA) Reim, David, 111 "relators," 44 reminder promotions brief summary exception and, 56-5 7 consumer confusion over, 128 definition of, 91 early experiments with, 64 FDA concerns over, 65 nicotine patches and, 123 translational research and, 32 Renner, Debbie, 145 Research!America, 25, 37 research-based evidence, 29 return on investment (ROl), 130 risks vs. benefits, and fair balance, 55, 57, 58, 61, 63, 105 Robert A. Becker, Inc., 86, 87, 289 Rogaine, branded advertising for, 124-125 Rogers, Paul, 37 Rolf Werner Rosenthal Advertising, 289, 291 Rosenthal, Rolf Werner, 289 Rosetta Marketing Group, 111 Ross, Warren, 290 deRouin, Sal, 291 Rufen (ibuprofen), 121-122 Saatchi & Saatchi Healthcare Advertising, 144 Saatchi Healthcare Group, 90 Sackler, Arthur M., 68, 289 sanctions "corporate death penalty", 44 enforcement action, 46-47 types of, 42 under Medicaid Rebate Statute, 45 Sandler & Recht, 88 Sandoz Pharmaceuticals, 88, 124 SCP, 142 Searle, 88 Seldane branded advertising for, 124 DTC success, 123 Sermo, 117-118 Service to Industry Awards, 291, 292 Sibelium, 79 Sieber & McIntyre, 76, 290 SimStar, 111 Skura, 117 Skyscape, 117 SmithKlineFrench International, 78 social media and consumer health information, 112 for physicians, 117-118 used in advertising, 95 Specter, Arlen, 28 SSCG Media Group, 145 Stoneburn, Steve, 143 Sudler, Arthur E., 68, 73-74, 289 Sudler & Hennessey, 73-74, 86, 289, 290, 292 Super Bowl DTC, 125, 131 Sweeney, Harry, 78, 292 Swift, John F., 291 tablet PC detailing aid, 116-117 Tagamet campaign, 77-78 TAP Pharmaceuticals (Lupron), 49 Tavist-1, 124 TBWA/WorldHealth Global, 79 Ted Thomas Associates, 87 third-party therapeutic resources, 133 Thomson Corporation, 117, 142, 143 Transderm Scop, branded advertising for, 124 translational research, stages of, 31-32 TV advertising, increase in, 128-129 unbranded advertising Pfizer Men's Health, 131 Rogaine campaign, 124-125 United Business Media, 142 universal healthcare initiative, 50, 51 Upjohn Company, 88, 122, 123, 124-125 US Healthcare Communications, 142 Varmus, Harold, 37 Ventive, 87 Viagra, 92, 130-131 Vicom, 87, 290, 291 Vioxx, 129, 130, 132 Vox Medica Inc., 87 Washington Legal Foundation, 50 Waxman-Hatch Act of 1984, 85 WB. Saunders, 142 Web 2.0, 117 WebMD, 116 Wellcome, 88 300
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