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Correct Answer

Another tricky question. This was a chronic headache, remember?

You’d be foolish to just keep on buying “brand name” pain killers from the pharmacy, only to discover, too late, that the headaches were due to brain tumours that would have been operable if they’d been diagnosed in time. (You think this scenario is overstated? This is exactly what happened to my father and one of my closest friends. Both paid with their lives.)

The sensible route is the one shown here. Never forget…

  • The pharmacist is only qualified to prepare a remedy according to the doctor’s prescription
  • The pharmacist is not qualified (or permitted) to prescribe a cure
  • Without a prescription, the pharmacist is only allowed to recommend and sell products that relieve symptoms

Note all this carefully. We’re about to see how this relates to small business advertising — and why and how so many small business advertisers get it all wrong!

   

 
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This page updated 23 August 2002.