Branded generics: Uncertainty or opportunity?

The rules of the game in India's branded generics market are fuzzy to say the least

I was in the New York office of our global ad agency and sou­ght a meeting with the he­ad of the healthcare division. American ad agencies had discovered the pot of gold with the legalising of direct-to-consumer (DTC) ad­vertising of prescription medicines in the year 1985. Around the time, I visited the agency, in the early 2000s, healthcare advertising was booming.
 
What role did a marketing comm­unication consultant play in marketing a prescription product? Before the DTC advertising was made legal, agencies did play a key role. Co­mpanies brought agencies on board even while stage II trials of a new