http://www.encognitive.com Doctors might not be crazy about the idea, but patients are walking into their offices asking for specific drugs. They have heard about them on TV or read about them in magazines. Askier travels blissfully down a mountain of ragweed, his skis in perfect position as pollen scatters across a parched mountain landscape. Quick–is this an advertisement for weed killer, a new type of skiing, or an allergy drug? Unless you've stayed away from magazines and TV this year …

Duration : 0:10:58

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