On November 22, 2007, viewers of the nationally televised ThanksgivingDay football game between the Dallas Cowboys and the New YorkJets 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 "LifeWide Open," the 60-second commercial for Cypher, the sirolimus-coatedstent produced by the Cordis division of Johnson & Johnson,marked the dawn of a new era in medical DTCA, which has forthe past decade focused on brand-name pharmaceutical agents.
To many consumers, the stent ad may not have seemed surprisingor out . . . [Full Text of this Article]
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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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