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With the recall of Vioxx and other medications amid concerns about side effects, you might think people would be more wary of direct-to-consumer (DTC) ads that promote such drugs. After all, Americans seemed eager to think ill of the pharmaceutical industry even when they thought its products worked just fine. However, a survey by Ipsos PharmTrends finds no dramatic downturn in the effectiveness of DTC advertising. Rather, it documents a continuation of what was already a gradual decline in the impact of such ads.
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