
Drugstore-based promotions of pharmaceutical products are gainingwide industry acceptance, according to data recently presented atthe DTC National Conference. Panelist Gary Norman, executive VP andgeneral manager for Rx EDGE, a pharmacy-based, direct-to-consumermarketing firm, reported in-store promotions are an emerging trendin which pharmaceutical marketers are boosting their emphasis onpatient information and education, and shifting from TV to moretargeted, measurable media.