Bristol-Myers tailors drug campaigns

Bowing to fierce criticism over direct-to-consumer advertising, Bristol-Myers Squibb says it will not mount any DTC campaign until a drug has been on the market for at least one year. The moratorium is designed to give the drug company time to educate doctors on the appropriate uses of a new drug; and when advertising does begin, the company promises to carefully target the right audience and explain potential safety issues in clear language. But analysts say that it's unlikely that many, or any, other drug companies will follow BMS' lead.

- read this story from USA Today for more

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