M e d i c i n e A v e 2 Medicine Avenue's Manifest Destiny Jed Beitler The first edition of Medicine Ave discussed how healthcare communications agencies in the United States got started. This second edition looks at how some of the same agencies evolved into global networks beginning in the 1960s. The paths these agencies took to service their business assignments mirrored the global expansion of their pharmaceutical clients. Some of the agency networks were created through the strategic vision of their founders. Some were developed in response to clients' needs. Still others grew as a result of acquisitions and inheritances. The pioneering spirit that helped form the nucleus of our healthcare communications industry from the 1920s through the 1940s was focused on serving the needs of the pharmaceutical industry in the United States. When L.W. "Bill" Frohlich, Arthur Sackler, MD, and Arthur Sudler and Matthew Hennessey were establishing their respective agencies, their client rosters were made up of US healthcare companies. At that time, nearly all work 68
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