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Merck, Glaxo Wellcome offering disease management guides through DTC ads, toll-free numbers.

Executive Summary

MERCK "SURVIVING HIGH CHOLESTEROL" GUIDE AVAILABLE THROUGH TOLL-FREE NUMBER involving an extensive health questionnaire administered to callers. Merck is advertising the guide via television and print ads that began Jan. 29. The campaign, from Ogilvy & Mather, is running simultaneously with print ads for Zocor (simvastatin).
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