Direct-to-Consumer Prescription Drug Advertising Forum.

Experts from across the advertising industry, including representatives from three of the most widely read magazines in the world, will discuss the merits and ills of direct-to-consumer prescription drug advertising on a June 6 panel, part of the programming at the AAF National Conference 2002 in Miami, Florida. Panel participants include Erik Gruseke, publisher of Reader’s Digest and Jim Fishman, publisher of AARP’s Modern Maturity. Rounding out the panel will be Ed Slaughter, corporate director, marketing research, Rodale, Inc. to present the recent Prevention Magazine DTC survey results and Rob Dhoble, global healthcare director, Diversified Agency Services (Omnicom).

With more than $2.5 billion spent in 2000, DTC is the fastest growing segment of the advertising industry. Yet such phenomenal success naturally brings scrutiny. Government and patient groups are increasingly concerned about cost issues, misinformation and regulations regarding these ads. How will the industry respond to such concerns? How will agencies deal with regulatory guidelines on pharmaceutical ads? And how will the drug companies utilize advertising to successfully and responsibly market their products? This interactive forum will address these and other points.

An anticipated 800 leading advertising executives from corporations, media, advertising agencies and academia will converge on Miami, Florida, June 5-8, 2002 for the conference and its many programs, seminars and events. These include the 2002 ADDY® Awards competition with celebrity master of ceremonies Dave Barry and the National Student Advertising Competition featuring campaigns for Banc of America Investment Services, Inc. (BAISI). Conference speakers include Mary Wells Lawrence, founder, Wells, Rich and Greene; Christopher E. Clouser, executive vice president & chief global marketing officer, Burger King Corporation; Steven T. Florio, president & CEO, Condé Nast Publications and Tim Love, executive vice president, global account director and managing partner, Saatchi & Saatchi.

For more information on press attendance, contact Mary Hilton at (202) 371-2306 or mh*****@aa*.org.