"What non-personal promotion does best is multiply the impact of the sales call," says Dale Taylor, president of Abelson-Taylor. "In a situation where a drug has a long history and is well established and well liked, the reminder power of direct mail or even journal advertising might be enough to get [a prescription] written."

George Koroneos is associate editor at Pharmaceutical Executive. He can be reached at gkoroneos@advanstar.com