"While American taxes pay for much of the research and development that goes into creating the new, life-saving drugs, American consumers continue to subsidize the cost of the drugs for consumers across the world."

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Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.

— William Bernbach