Locking eyes on a video camera, Merck CEO Richard Clark recently took on a mission never confronted by any of his predecessors in the 115-year history of the nation's third-largest drugmaker.
"Here at Merck, we have always believed that the process of discovering new medicines has to include rigorous scientific research, conducted under high standards of ethical behavior," said Clark, the public image of the firm's first-ever foray into national TV advertising."
Recounting the 30-some takes needed to perfect the ad, a process he jokingly likens to "going through a root canal,".
Indeed, says Insider, getting "sincerity" right in a performance can be sooooo difficult. Call Dr Alise Reicin for some tips, Dick.
Read the whole USA Today profie piece here.
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