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- W2123016023 abstract "Pharmaceutical marketing has evolved in response to changing forces in the health care environment. Several parties now have a substantial interest in how and why specific pharmaceutical products are prescribed. In response, direct-to-consumer advertising (DTCA) of prescription drugs has gained considerable popularity. This paper reviews the DTCA marketing campai n designed and implemented by the Upjohn Company for Rogaine® (topical minoxidil). The actual and potential advantages and disadvantages of this new marketing strategy are identified and recommendations are made for future marketing efforts." @default.
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- W2123016023 date "1992-01-01" @default.
- W2123016023 modified "2023-10-17" @default.
- W2123016023 title "Direct-to-Consumer Advertising" @default.
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- W2123016023 doi "https://doi.org/10.3109/j058v06n02_03" @default.
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