More physicians now visit web sites to find information on brand-name prescription drugs

An increased number of physicians visited Web sites that promote brand-name prescription drugs during the first six months of 2006 to seek information about dosages and side effects, according to a recent Manhattan Research study, the Newark Star-Ledger reports.

According to the study, the 10 Web sites that received the most visits from physicians promoted the anticholesterol medications Lipitor, Crestor and Zetia; the osteoporosis treatment Fosamax; the attention deficit hyperactivity disorder medications Adderall XR and Concerta; the asthma treatments Advair and Singulair; the antidepressant Lexapro; and the blood thinner Plavix.

"This represents a key promotional opportunity for pharmaceutical marketers today," Manhattan Research said, adding, "It is not just experience with a product that drives physician traffic to a specific site but in many cases, the need for additional information."

According to the Star-Ledger, the Web sites "represent an aggressive move by pharmaceutical companies away from network television and into more focused direct-to-patient campaigns via the Web, cable television and direct mail" in response to "public outcry over aggressive advertising" (Newark Star-Ledger, 9/14).


Kaisernetwork.orgThis article is republished with kind permission from our friends at the The Kaiser Family Foundation. You can view the entire Kaiser Daily Health Policy Report, search the archives, or sign up for email delivery of in-depth coverage of health policy developments, debates and discussions. The Kaiser Daily Health Policy Report is published for Kaisernetwork.org, a free service of The Henry J. Kaiser Family Foundation. Copyright 2006 Advisory Board Company and Kaiser Family Foundation. All rights reserved.

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