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people are reluctant to recognize the value of publicity, has any
thought ever been given to the possibility of getting into the
medical schools and driving home a point like this to medical students?
Well, whether anyone's gone from school to school to speak
to medical students, I doubt. They've certainly sent -- they've
certainly had articles written, they've certainly sent material to
internists in schools. They've tried to do medical education. Now,
how successful it is, I don't know. But I know that now about a third
of the people that need treatment are presumably under treatment,
about thirty percent.
A third of the people who need treatment for high blood pressure?
I was just thinking of that as an angle that might prove useful
in training a new generation of doctors, you see.
Yes. But you see, the doctors that run the Heart Institute
are not at all promotional minded. They don't know anything about
promotion at all. It's a miracle that I got Ted Cooper to go to the
Ad Council and be willing to pay for the cost of the films and the
cost of the radio spots. They've never heard of anything like this
before. The fact that they got free time must have influenced them,
but normally, they just are allergic to doing anything.
And also, the Ad Council isn't too easy. It was fortunate that
Howard Rusk was on their Advisory Committee and pushed this fortuitous
Now, of course that's an area you have know-how in too.
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