PhRMA national ad campaign

Executive Summary

Board of directors authorizes 1995 campaign at its Dec. 8 meeting in New York City. The fourth year of the campaign will feature "HealthMatters" booklets on steps to prevent or detect diseases and on research into potential therapeutics. The first three specific diseases to be addressed are heart attacks, breast cancer and stroke: the heart attack booklet is scheduled for release in February. The booklets will be distributed, in part, as inserts in Newsweek, Reader's Digest and Time, with ads about the booklets in U.S. News, Smithsonian, Scientific American, The New York Times Magazine and New Yorker. TV ads announcing the availability of the brochures will appear on CNN and other national cable networks, PhRMA says. The board also votes to continue the "Inside the Beltway" (Washington, D.C. area) newspaper issues ads, which have been appearing since 1988. La Neil Gregory has been promoted to VP-advertising to head the advertising effort