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Pfizer polishes DTC image

Executive Summary

Pfizer is sending a "direct-to-consumer advertising reference book" entitled "Speaking to Consumers" to the news media and "health policy leaders." The binder materials, being shipped in installments, include summaries of studies on the impact of DTC, media coverage of the topic, and discussions of the economics of DTC, the benefits of DTC and "myth vs. fact"...

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