ABSTRACT
What is at stake here – and this must be the starting point – is the physician’s situation when facing a specific therapeutic problem for which he needs a product … The person we are addressing is the attending physician who has had a number of solutions at his disposal, which might not all have been fully satisfactory so far. So let us put ourselves in his place; let us try to become part of his reasoning at the spot where there is a flaw … Advertising is all about popularization. 1
