Learn how the industry has evolved over the past 70 years and view some past ads by selecting a decade below.
The Boom Years
Immediately after WWII, the pace of medical advertising intensified. Research provided breakthrough products; Medicine Avenue provided a new promotional philosophy and a new promotional style, launching the industry’s “Golden Age.”.
The Founders of Medicine Avenue: Moving into the 1940s, Frohlich, Hennessey, Sackler and Sudler were to establish agencies that would become central to medical advertising for the next 20 years. In 1942, Hennessey became a partner with Sudler in Sudler & Hennessey, at the time a design studio. Also in 1942, Sackler bought into William Douglas McAdams, on his way to controlling the ownership of the agency. In 1943, Frohlich opened his agency. The 1940s saw another important name enter the agency lexicon—Paul Klemtner—who had served Rx clients as a certified public accountant in the late 1930s.
Advertising of the 1940s
The “Wonder Drug” Wave: This group of agencies was ideally positioned to benefit from the flood of new pharmaceuticals that emerged from European and American research laboratories in the 1950s. The “wonder drug” era had arrived. Diseases previously untreatable suddenly could be cured or alleviated by new medication. Medical advertising agencies had the enviable task of delivering the inspiring message of technological advances to healthcare practitioners.