'Ask Your Doctor!' measuring the effect of direct-to-consumer communications in the world's largest healthcare market

Money, buckets of it, is the indispensable fuel for developing a new drug from a promising molecule into a proven and government-approved contender for physician prescription.

'Ask Your Doctor!' Measuringthe effect of directtoconsumercommunications in the world'slargest healthcare market

Hugh J. White and Lindsey P. Draves MARS (Multimedia Audience Research Systems)Roland Soong KMR (Kantar Media Research)Chris MooreOgilvy...