It was all I could do to not write "A tough pill to swallow."
Some people collect coins. I collect random facts. Mainly because you never know when they are going to become useful.
This is a great example. When I got this brief, I remembered reading about the number of pills the average person was expected to take in their lifetime. Which is well over 14,000 by the way. 80% of which you'll take in the last 10 years of your life. I thought the site of all those pills would make a very compelling case for a prescription drug plan.
Which it did. This is the most successful DTC campaign that BC/BS of Alabama has ever had.
