title: Bridge Medical creates an emotional campaign with true tales.
abstract: Bridge Medical tells a compelling story about America's "other drug problem" by getting its point across through heart-wrenching, emotional testimonies of patients, families, physicians, nurses and pharmacists. The overall strategy was to present the "issue," not the product, in a dramatic and truthful manner, building upon the highly emotional and controversial nature of the problem.
authors: J
authors: J
authors: Herreria
mesh_terms: D000329:Advertising; D000739:Anecdotes as Topic; D002140:California; D003199:Computer Systems; D004644:Emotions; D005260:Female; D006801:Humans; D007221:Industry; D008297:Male; D008508:Medication Errors / Q000517:prevention & control*; D009936:Organizational Innovation; D010564:Personnel, Hospital / Q000193:education*; D010607:Pharmacy Service, Hospital; D011641:Public Relations