SWAG rules in marketing world

NuWire Investor, May 18, 2011

If you are a doctor, or ever worked for one, odds are you haven't bought a pen in years.

As part of the marketing blitz waged by pharmaceutical companies  and medical device  makers, pens imprinted with the logo of their wares are ubiquitous and, until recently, were doled out like Halloween candy.

The items may be small, but there is big business as companies, large and small, buy and pass along freebies -- all those pens, mugs, caps and T-shirts intended to build or reinforce name recognition.

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