G o i n g G l o b a l Latin America on Decadron led the agency to work on the global launch efforts for Blocadren. Building on that experience, Dorland's creative director, Dick Jones, aided MSD affiliates around the world when he developed what may have been the first global brand book within the healthcare field. Dozens of communications materials and two unique guides—a global brand production manual and strategic campaign planning manual— formed the cornerstone of the international Tagamet campaign. A state-of-the-art, scanning electron microphotograph (SEM) showing molecules of Tagamet inside an acid- forming parietal cell demonstrated cimetidine's unique locus of action. From the Smith Kline & French Ftesearch Institute A new standard ol therapeutic excellence Tagamet The original H receptor antagonist 77
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