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).