MERCK DTC PHARMACY CIRCULAR ADS BREAK NEW GROUND.

Advertising Age,  September, 1999  by Goetzl, David

Tags: Merck & Co. Inc.

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Direct-to-consumer drug advertising moves to another medium next month: the drugstore circular.

Sav-Mor Franchising, which operates a chain of 72 drugstores in Michigan, launches a program Oct. 4 that allows marketers to run a DTC print ad in the circulars it sends home to potential shoppers and distributes in its stores.

Merck & Co. is the charter advertiser, with an ad for anti-hair loss drug Propecia. With a shot of the pink pill and the drug name but no usage claims, the marketer does not have to run the so-called brief summary page mentioning potential side effects ...

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