Contents Medical Advertising Hall of Fame 2009-2010: Member Companies & Representatives / 6 Acknowledgments / 9 Foreword /II Medical Advertising Evolves / 12 Creativity / 14 Copywriters / 15 Art Directors / 16 Account Management / 17 Branding / 18 The Client / 19 The Work / 20 Adapting to the New Environment/ 22 The Science/Gilbert S. Omenn, MD, PhD/ 24 Policies and Politics/John Kamp, Esq. and Wayne L. Pines/ 42 A Perspective/Harry Sweeney/ 49 The FDA/Kenneth P Berkowitz, Esq./ 52 Going Global/Jed Beitler/ 68 The New Communications Spectrum/ 82 Professional Advertising Today/John Corcoran/ 84 The Impact of Technology/ Tom Domanico and Don Martiny/ 94 Digital Communications Emerge/ Tim Pantello and Mark Bard/ 108 A History of DTC/Frank Hone/ 120 Medical Publishing/Carroll Dowden/ 136 Excellence in the Work/ 148 Professional Advertising/ 150 Digital Promotion/ 220 DTC Advertising/ 242 Agency Self-Promotion/ 264 What the Future Holds/ 280 Medical Advertising Hall of Fame Gallery of Inductees 1997-2009/ 288 Contributing Authors/ 293 Index/ 294
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