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DTC “Principles” Still On PhRMA’s Agenda For 2005

This article was originally published in The Pink Sheet Daily

Executive Summary

The Pharmaceutical Research & Manufacturers of America plans to continue work on voluntary guidelines for direct-to-consumer advertising in 2005

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The company is moving away from campaigns promoting brand awareness in favor of ads focusing on disease awareness and patient education, the Pfizer exec says. There is a “recognition” in the pharmaceutical industry that direct-to-consumer advertising needs to be reformed, McKinnell notes.

Pfizer Pulling Back “Traditional” DTC Ads, CEO McKinnell Says

The company is moving away from campaigns promoting brand awareness in favor of ads focusing on disease awareness and patient education, the Pfizer exec says. There is a “recognition” in the pharmaceutical industry that direct-to-consumer advertising needs to be reformed, McKinnell notes.

DTC Guidelines Coming Soon From PhRMA

The Pharmaceutical Research & Manufacturers of America is developing guidelines on direct-to-consumer advertising for its members, incoming PhRMA Chairman Miles White (Abbott) said

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