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The death of Heath Ledger may have a silver lining for drug marketers: The public may finally pay attention to their efforts to dissuade consumers from abusing OTC and prescription medicines.
Medicine abuse is a difficult issue for drug marketers. Most brands rely on “safety” as a distinct part of their equity. Drawing attention to the fact that some people use them in unsafe ways risks contaminating that equity, even if the intent is to safeguard consumers’ health.
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