Doctors’ Choice Awards

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Identifying POWERful MEDICAL ADVERTISING

6th Annual Program Generated Responses From More Than 5,700 Physicians Dusa’s ClindaReach and Pfizer’s Chantix Highest Scoring Ads ClindaReach Category: Highest-Scoring Ad (Specialist Audience) Marketer: Dusa Agency: Topin & Associates Chantix Category: Highest-Scoring Ad (Generalist Audience) Marketer: Pfizer Agency: Euro RSCG Life LM&P Colazal Category: Highest-Scoring Ad (One Page) Marketer: Salix Agency: MedThink Chantix Category: Highest-Scoring Ad (Two Pages) Marketer: Pfizer Agency: Euro RSCG Life LM&P Gardasil Category: Highest-Scoring Ad (Three Pages) Marketer: Merck Agency: Juice Pharma Clindareach Category: Highest-Scoring Ad (Four Pages and Over) Marketer: Dusa Agency: Topin & Associates Valcyte (1 Page) Category: Anti-infectives Marketer: Roche Agency: Ferguson Natrecor (3 pages) Category: Cardiovascular Marketers: Scios Agency: AbelsonTaylor ClindaReach (4 pages) Category: Dermatological Marketer: Dusa Agency: Topin & Associates Cymbalta (4 pages) Category: Diabetes Marketer: Lilly Agency: GSW Worldwide Colazal (1 page) Category: Gastroenterology Marketer: Salix Agency: MedThink Cymbalta (4 pages) Category: Neurology Marketer: Lilly Agency: GSW Worldwide Fosamax Plus D (1 page) Category: Ob/Gyn Marketer: Merck Agency: DraftFCB HealthCare Avastin (1 page) Category: Oncology Marketer: Genentech Agency: Harrison and Star Pataday (3 pages) Category: Ophthalmology Marketer: Alcon Agency: Corbett Worldwide Vigamox (2 pages) Category: Pediatrics Marketer: Alcon Agency: Corbett Worldwide Rozerem (1 page) Category: Psychiatry Marketer: Takeda Agency: AbelsonTaylor Tracleer (1 page) Category: Respiratory Marketer: Actelion Agency: Giant Flomax (1 page) Category: Urology Marketer: Boehringer Ingelheim Agency: DraftFCB HealthCare

The doctors’ choice awards, an annual study conducted by the Association of Medical Media, researched physicians’ attitudes toward product advertising via a Web-based study of 327 ads from the 200 most widely advertised products in 2007. This year 5,742 physicians responded with their preferences in medical journal messages. This is the sixth year of The Doctors’ Choice research into physician attitudes toward medical journal advertisements. Awards were made in 13 product categories, in four page-unit categories, and for the highest scoring specialist and generalists ads. After being reviewed, the ads were judged based on the following criteria: • Their ability to communicate clearly and quickly; • Whether they helped with clinical decisions; • If the ad prompted seeking more information or re-examining treatment; • Whether the ad generated interest; • If it added to information provided by company sales reps; and • If the ad underscored the value of the product prescribed. The highest-scoring medical journal ads were for Pfizer’s two-page Chantix ad from Euro RSCG Life LM&P in the generalist physicians category and for Dusa’s four-page ClindaReach ad from Topin & Associates in the physician specialty category. For more information about The Doctors’ Choice Awards, visit the AMM’s Website at ammonline.org. F PharmaVOICE welcomes comments about this article. E-mail us at feedback@pharmavoice.com. s Members of the winning Pfizer/Euro RSCG Life LM&P Chantix team accept their award from AMM officials. Representing the ClindaReach winning team are: Mike Zuccala, Dusa, and Alan Topin, Topin & Asociates, who flank AMM President David March.

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