For the third consecutive year, the Association of Medical Publications honored pharma companies and ad agencies for displaying excellence in journal advertising at The Doctors’ Choice Awards. More than 7,500 prescribing physicians judged 300+ ads, representing the 200 most widely advertised products in 2004. The ads were judged on their ability to communicate, provide information, gain attention, and encourage action among doctors.
Salix’s ad for Colozal (balsalizde), created by MedThink to promote the drug’s effectiveness in treating ulcerative colitis, was the highest scoring single-page ad. Pfizer also walked away with three honors-two for Zyvox (linezolid) and another for Spiriva (tiotropium), which it jointly markets with Boehringer Ingelheim. Merck took home awards for Vytorin (ezetimibe/simvastatin) and Fosomax (alendronate) in the respective cardiovasculars and ob/gyn categories. Sanofi-Aventis won for Lantus (insulin) in the diabetes category and for Uroxatral (alfuzosin) in urologicals. Wyeth/Amgen’s Enbrel (etanercept) took top place in anti-arthritics and dermatologicals.
On the agency side, FCB HealthCare won accolades for Lidoderm (lidocaine), Fosomax, and Valtrex (valacyclovir). Cline Davis & Mann’s two-page Zyvox ad was the highest scoring; Harrison & Star won highest scoring for its four-page Avastin ad; Saatchi & Saatchi Healthcare won for Enbrel in the anti-arthritics category.