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Past

In its July 1996 issue, Medical Marketing & Media carried an article, "Remembrance of Kings Past," which drew upon the recollections of members of the medical advertising community about the legendary figures from the industry's "Golden Age"-the boom years of the 1950s and 1960s. Some 200 senior agency, company, and publishing executives were asked for anecdotes, stories, and memories.

The response was most gratifying, yielding considerable historical material that became the basis of the article. Just before it appeared, David Gideon, publisher of MM&M, had lunch in New York City with Ron Pantello, president of Lally McFarland & Pantello.

In discussing the article, Mr. Pantello remarked that something shoul d be done to preserve the history of medical advertising. He suggested the formation of a hall of fame-type organization that would sponsor an event honoring the "kings of the past." Mr. Gideon volunteered the resources of MM&M to organize such a group. An executive committee was assembled and held its first meeting on July 1, 1996. Its founding members were: Ron Pantello-as chairperson-John Corcoran (FCB Healthcare), John J. Fisher (Corbett HealthConnect), Sander A. Flaum (Robert A. Becker), Irwin C. Gerson (Lowe McAdams), William B. Gibson (Sudler & Hennessey), David Gideon (Medical Marketing & Media), Thomas L. Harrison (Harrison Star Wiener & Beitler), Frank Hughes (Girgenti Hughes Butler & McDowell), Michael J. Lyons (Lyons/Lavey/Nickel/Swift), Nicholas F. Maiale (Medicus Communications), Gavin A. Scotti (Klemtner Advertising), Harry A. Sweeny (Dorland Sweeney Jones), and Clayton L. Warrington (Dugan/Farley). William G. Castagnoli became the executive director of the organization

During the summer of 1996, the committee met and decided upon a mission statement, criteria for election, and method of election. In setting up the MAHF, the committee drew on the experience and methodology of the Advertising Hall of Fame, a branch of the American Advertising Foundation. The first awards dinner of the Medical Advertising Hall of Fame was held on February 11, 1997, at The Plaza in New York City. In 1997, the Medical Advertising Hall of Fame was reorganized to become a nonprofit, trade association. 

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Future

Pharmaceuticals, with their biotech component, are part of the technological achievements that will continue to propel the American economy. Medical agencies are in the forefront in communicating the news of the beneficial and life-saving products to healthcare professionals and the public. Pharmaceutical marketing will continue to build from basic promotion to healthcare professionals to include programs directed to managed care management on costs and clinical outcomes, to extend to international markets where the communication common denominator will be medical science, and to reach the public in consumer language. This complicated, interactive, informational mosaic will need to be designed by an informed and creative command center-a role medical advertising agencies are equipped to play.

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Goals

• To preserve the history of healthcare advertising by honoring those whose contributions made a positive difference  to the intellectual growth and prosperity of the healthcare communications industry. In recalling their accomplishments, the milestones in the industry's development are recorded, providing understanding of the processes that have shaped current practices. This understanding will contribute to a more knowledgeable healthcare advertising profession-one that, through its awareness of the best ethical and business practices of the past, functions more productively in the present.
• To engender knowledge of, and pride in, the value of the medical advertising profession in communicating information on products and procedures to healthcare professionals.
• To attract new talent to the medical advertising profession by providing students in leading educational institutions with a comprehensive description of the role the profession serves and the career opportunities that exist within the industry.

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Method

Our method of preservation is to draw upon the knowledge of individuals in the industry today to nominate for election to the Medical Advertising Hall of Fame leaders from the past whom they have known and worked with.

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