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Published on Aug 3, 2010
In 2006, Oscar-winning actress Sally Field starred in a series of testimonial ads for the osteoporosis medication, Boniva. In the wake of the overwhelming success of the Boniva spots, due in no small part to Sally's warm and empathetic presence, A-listers in Hollywood and beyond have started to embrace the idea of pharmaceutical product endorsement as a legitimate, bona fide revenue opportunity with no negative PR fallout or unintended collateral downside.