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Article: Ads I wish I'd done.
- Article from:
- Medical Marketing & Media
- Article date:
- February 1, 1995
- Author:
CopyrightCOPYRIGHT 1995 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Product introduction ads, public service ads, ads for new indications - none of these is as difficult to create as the dreaded: Ads in a series.
In 1983, Dorritie, Lyons and Nickel created a series of ads for Procardia entitled, "Clinical clues to mixed angina." Every ad in the series demonstrated their mastery of the form and has remained in my mind as something I wish I had done.
Consider the process.
Study all the published facts about a product. Interview representatives of the physician audience. Plow through arcane medical articles about obscure biological processes. Then begin to sketch and scribble ideas that might become the one idea that ...