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Rx drug ads to consumers

Executive Summary

Consulting firm Scott-Levin Associates reports that drug manufacturers spent $50 mil. on consumer drug advertising in 1987, twice as much as in 1986. Merrell Dow was the leader in direct-to-consumer ad spending with its campaign for Seldane. Of consumers recalling the Seldane ads, the Scott-Levin survey found that 18% discussed the drug with an MD or pharmacist. Scott-Levin's study also found that in a recent consumer survey, two-thirds recalled exposure to a drugstore ad pertaining to the lower cost of generic drugs, with 43% receiving a generic prescription as result.

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