When Merck launched a multimillion-dollar marketing campaign last year to promote Gardasil, its new vaccine to prevent cervical cancer, company officials probably did not anticipate that its signature phrase -- "one less" -- would apply not just to malignancies but also to physicians. Yet that sl... -
Who Gets Stuck?
When Merck launched a multimillion-dollar marketing campaign last year to promote Gardasil, its new vaccine to prevent cervical cancer, company officials probably did not anticipate that its signature phrase -- "one less" -- would apply not just to malignancies but also to physicians. Yet that sl...-
By Sandra G. Boodman