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Pharmaceutical advertising: from prospectus to marketing
  1. B Cambronero-Saiz
  1. Correspondence to:
 MsB Cambronero-Saiz
 Carretera San Vicente del Raspeig s/n Alicante,Alicante 03690, Spain; belen.cambronero{at}

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Some 30 years ago, Henry Gadsen, director of Merck Pharmaceuticals, confided to Fortune magazine that he was worried about the potential market for his products being confined to sick people. Three decades on, the marketing strategy of the major pharmaceutical companies is increasingly being specifically aimed at healthy people.1

Advertising is one of the marketing strategies used by pharmaceutical companies to inform both the end …

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