'Prevention' starts big DTC ad study

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Prevention, Emmaus, Pa., is launching a major independent consumer survey to assess the potential impacts of direct-to-consumer advertising of prescription medications in response to the U.S. Food & Drug Administration's request for relevant data. Findings will be released in early summer that will answer questions about how consumers learn about prescription medicines, and whether messages initiate dialogue with their doctors.

Copyright March 1998, Crain Communications Inc.

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