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AMM Names 2010 Doctors' Choice Awards Winners

MOUNT LAUREL, N.J., Sept. 21 /PRNewswire-USNewswire/ -- The Association of Medical Media (AMM) presented The Doctors' Choice Awards to the highest-scoring medical journal advertisements Thursday, September 16, 2010.  

The Doctors' Choice Awards, an annual study developed by AMM, researches physician attitudes toward product advertising through web-based surveying of 325 advertisements in 21 specialties from the 86 most widely-advertised products in the previous calendar year. The study was conducted by Readex Research, and drew more than 4,600 responses. This is the seventh year AMM has conducted The Doctors' Choice research.

Vince Parry, President of Y Brand and Chief Branding Officer of inVentiv Communications, served as Master of Ceremonies, as AMM introduced its new format and venue – Comix Comedy Club – in New York City. Parry has conducted branding initiatives for clients including Johnson & Johnson, Merck, Allergan, Biogen Idec, Genentech, Bayer, Lilly, Roche and TAP, among others since joining the company in 2001. He recently was named one of the top 100 most inspiring people in the life sciences industry by PharmaVoice. Parry has appeared on NBC Nightly News with Brian Williams and BBC radio, and is a frequent contributor to Medical Marketing and Media, PharmaVoice, Pharmaceutical Executive and MedAdNews

"On behalf of all the AMM Directors and Officers, I'd like to warmly congratulate this year's winners," said AMM President Tino DeCarlo. "We should also pause to acknowledge all The Doctors' Choice finalists, as these advertisements, collectively, represent the best and brightest of creative product communications targeting medical professionals."

The advertisements were judged on their ability to communicate clearly and quickly, help with clinical decisions, prompt seeking more information or re-examining treatment, generate interest, add to information provided by company sales representatives and underscore the value of the product prescribed.

The winners' advertisements, their manufacturers and the agencies responsible for them are:CATEGORYPRODUCTCOMPANYAGENCYAnesthesiologyOxyContin Tablets

Purdue Pharma

LyonHeart (LLNS)CardiologySimcor Tablets


Sudler & HennesseyDermatologyORACEA


Kane & FinkelEndocrinologyWelchol

Daiichi Sankyo

Area 23Emergency MedicineZyvox




Medicus Life BrandsGeneral SurgeryZyvox


CDMInfectious DiseaseTruvada


Abelson TaylorMulti-SpecialtyLexapro


Grey HealthcareNephrologyFerrlecitSanofi-AventisSaatchi & Saatchi/Healthcare InnovationsNeurologyAVONEX

Biogen Idec

Euro RSCG Life MetamaxObstetricals/GynecologicalsEVISTA


Abelson TaylorOncologyRituxan

Genentech Biogen Idec

Abelson TaylorOphthalmologyXALATAN



Schering-Plough (Merck))

Schering-Plough (Merck))PediatricRotarix Vaccine


DraftFCBPhysician Assistant / Nurse PractitionersYaz

Bayer Healthcare



Grey HealthcarePulmonologyVentavis






Core-CreateAt the reception, an award was also presented to the overall highest-scoring advertisement:

Highest Scoring Ad OverallRituxan

Genentech Biogen Idec

Abelson TaylorFor a full list of finalists and for more information about The Doctors' Choice Awards, contact AMM at 856-380-6814, or visit the association's Web site at

About the Association of Medical MediaCelebrating its 35th year, the Association of Medical Media (AMM) is dedicated to educating and promoting the value of the medical publishing and communications industry. AMM's name reflects its membership: medical publishing firms, content providers and associated companies in the medical communications field. Through regular networking opportunities and our unique industry partnerships, AMM aims to be the leader in the future development of medical media. For more information, visit


SOURCE Association of Medical Media
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