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Volume 358:2197-2200 May 22, 2008 Number 21 Next

	Since this article has no abstract, we have provided an extract of the first 100 words of the full text and any section headings.

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On November 22, 2007, viewers of the nationally televised Thanksgiving Day football game between the Dallas Cowboys and the New York Jets witnessed the launch of the first direct-to-consumer advertising (DTCA) campaign for percutaneous transluminal coronary angioplasty (PTCA) with a drug-eluting coronary stent. The airing of "Life Wide Open," the 60-second commercial for Cypher, the sirolimus-coated stent produced by the Cordis division of Johnson & Johnson, marked the dawn of a new era in medical DTCA, which has for the past decade focused on brand-name pharmaceutical agents.

To many consumers, the stent ad may not have seemed surprising or out . . . [Full Text of this Article]

Source Information

Dr. Boden is a faculty member in the Division of Cardiovascular Medicine, University at Buffalo Schools of Medicine and Public Health, and Buffalo General Hospital, Buffalo, NY. Dr. Diamond is a senior scientist in the Division of Cardiology, Cedars–Sinai Medical Center, Los Angeles.

This article (10.1056/NEJMp0801433) was published at www.nejm.org on May 14, 2008.

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