Wednesday, August 16, 2006

Six Viagra Prescriptions and You Get One Free - the Latest Pharma Marketing Ploy

Reuters (via the Boston Globe) described the latest trend in drug marketing - offers such as "coupons, rebates, and similar promotions." Examples include an offer from Pfizer Inc for a free prescription of Viagra (sildanafil, for "erectile dysfunction,") for every six filled; a free trial offer of a seven days supply of the sleeping medication Ambien (zoldipem tartrate) from Sanofi-Aventis; and free music downloads for (mainly adolescent) patients who filled prescriptions of acne drug Differin (adapalene), made by Galderma Laboratories (which now advertises other special offers).

Not unexpectedly, these new marketing ploys have drawn criticism. "Coupons 'can increase the patient's desire to take a drug that may or may not be the most suitable drug ... This is not shampoo,' said Susan Sherry, deputy director of Community Catalyst, a Massachusetts-based group that has joined 22 others seeking a Food and Drug Administration ban on the giveaways."

An US Food and Drug Administration (FDA) notice, later withdrawn for unknown reasons, stated, "prescription drugs promoted with coupons or free trial offers may be seen as more widely indicated, more appropriate and/or less risky than they really are."

Harvard Professor and pharmaceutical industry critic Dr Jerry Avorn said, "All that does is get them used to being on the expensive drug."

There is little to add to Avorn's summary comment, "the same symptom we have seen in the drug industry for years - the ascendancy of marketing over science. They are getting so preoccupied with marketing, and unfortunately they seem to be less successful in coming up with creative drug solutions."

Maybe we would be better off with health care organizations run by people who understand and care about health care, rather than marketers or bean counters?

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