AGENCY HAS NEW DRUG MARKETING TECHNIQUE
By Adnews Staff
Rubel & Schwab Communications of Toronto has developed a CD-I program that allows doctors to do some interactive learning while they are being pitched drugs. Agency managing director Phil Rubel says that as far as he knows, this system is unique in the pharmaceutical market. Called What's Your Diagnosis, it has full-motion capabilities. It walks doctors through a hypothetical case and then tells them how the drug being promoted can help the patient. While resembling a VCR, the CD-I unit operates much like a computer. A point-and-click remote control is used to move a cursor around a TV screen.
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