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The article presents a roundtable discussion on changes in ethics and expectations that are driving the way pharmaceutical industry interacts with medical publishers. The recent changes sweeping the editorial offices at journal publishers might be viewed as an extension of the trend to separate real scientific content from marketing information. In this context, it is noted that journal advertising still remains largely driven by product launches. Because of that, the products approved by the U.S. Food and Drug Administration in 2005 will drive the success of some journals and the struggles of others.

The article reports that healthcare agencies and their clients look forward to the annual Rx Club Awards, now in its 18th year, hoping their work will win a spot among the year's most creative advertising. But the show serves another, perhaps more strategic, purpose: Winning work provides a barometer of the climate, trends, and tactics taking hold on Madison Avenue and in the pharma industry. The most notable difference between this year's show and those in previous years is the diversification of the palette on which creative and copy directors paint. That was primarily reflected in the increase of awards going to brand and disease websites. INSETS: The Thinking Behind the Poster;Self-Promotion.

Focuses on the aspect of client-agency partnership for the development of strategic advertising. Creation of a brand positioning statement that taps into what the brand should mean for customers in terms of benefit perception; Factors that would identify brand positioning statement; Significance of the marketing objective. INSET: Building Partnerships.

Presents news briefs pertaining to advertising and public relations in the U.S. as of September 2002. Georgia State Department of Human Resources' hiring of Fletcher Martin Ewing to handle its public education campaign about cancer risks; Pharmakon's selection of HealthInfo to develop its corporate branding campaign.

Focuses on the new guidelines for pharmaceutical advertising in the U.S. Means of interpreting the strategies for advertising; Basis for drug advertisements; Category of therapeutic risks.

Reports on the awards program of the Association of Medical Publications. Awards for companies that produce the journal advertisements that doctors like best.

Describes trends and benefits of using prescription discount cards in the pharmaceutical industry in the U.S. Requirements and qualifications for discount prescriptions; Development of enrollment campaigns and direct-to-consumer advertisements for the discount card; Implications for the industry.

Analyzes the trends of weight-loss product advertising in the U.S. Approval of over-the-counter weight-loss products by the U.S. Food and Drug Administration; Concept of the weight-loss advertisement; Competitive advantage of the pharmaceutical industry in the healthcare business.

Focuses on the use issues concerning the use of celebrities in endorsing pharmaceutical products in the U.S. Impact of celebrity endorsements on the public; Accusation of reporter Sandra Boodman against the pharmaceutical industry of hyping osteoporosis due to the simultaneous celebrity campaign focused on the disease.

Assesses the developed standard guidelines for audience measurement on interactive advertising. Aims to transform measurement units online; Details on the control aspects of advertising administration; Increase of online spending.