Which pharmaceutical marketing innovation from the 1990s revolutionized the industry by directly targeting patients instead of only physicians?

The pharmaceutical industry has evolved dramatically in its marketing approaches over the decades. Before strict regulations were implemented, pharmaceutical companies employed various innovative (and sometimes controversial) marketing strategies to promote their products. This trivia question explores a groundbreaking marketing initiative that changed how medical products were advertised to healthcare professionals and patients alike.

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Direct-to-Consumer (DTC) advertising of prescription medications
Medical device showrooms in shopping malls
Pharmaceutical loyalty programs with prescription discounts
Celebrity physician endorsement campaigns