Industry experts agree that a recent study published in Cancer -- regarding the impact of direct-to-consumer advertising on prescribing for aromatase inhibitors -- shows the benefits of DTCA to patients. John Kamp, Executive Director for the Coalition for Healthcare Communication, said the study "is strong evidence supporting the value of marketing in the delivery of appropriate care, blowing away much of the unsupported criticism that marketing leads to inappropriate prescribing." Matt Giegerich, Ogilvy CommonHealth Worldwide Chairman & CEO, and Jim Davidson, Executive Director, The Advertising Coalition, also comment in this story posted on the Coalition's Website. Read more.

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