LONDON, Dec. 7 /PRNewswire/ -- Two new studies by IMS HEALTH (NYSE: RX)
find that half of U.S.-based physicians and managed care organizations report
a significant increase in the number of consumers requesting prescription
drugs by brand name compared to the same period a year ago. Schering-Plough's
Claritin is currently the most requested prescription brand, followed by
Pfizer's Viagra and Hoechst-Marion Roussel's Allegra. The IMS HEALTH research
gauges the views of physicians and managed care thought leaders on a broad
spectrum of direct-to-consumer (DTC) issues. IMS HEALTH is the world's
leading provider of information solutions to the pharmaceutical and healthcare
industries.
IMS HEALTH surveys reported that the physicians surveyed saw a dramatic
increase in the number of brand name requests over a year ago. For Managed
Care Organizations, medical and pharmacy directors, 48 percent say they've
experienced an increase in the number of requests for off-formulary approval
compared to a year ago.
While 21 percent of physicians and 13.5 percent of managed care executives
surveyed agree that pharmaceutical industry use of DTC advertising contributes
to a stronger doctor/patient relationship, the majority of the healthcare
community is either neutral on the subject or disagree, according to the
studies.
Views Vary on Effectiveness of Consumer Advertising
Conducted earlier this year, the IMS HEALTH studies surveyed
2,500 physicians and 100 medical and pharmacy directors from managed care
organizations nationwide. Respondents provided their views on key issues
facing the industry as a result of the growing use of DTC advertising. For
example, less than a third of physicians (21 percent) and managed care
executives (29 percent) agree that DTC advertising can lead to improved
patient compliance and/or motivation to seek help.
In addition, only 25 percent of physicians and 15 percent of managed care
executives agree that consumers in general have the ability to understand DTC
advertising so that meaningful dialog can take place with their physician.
Those who disagree often believe that "a little information is worse than the
absence of information."
More than 80 percent of managed care organizations and 66 percent of
physicians believe pharmaceutical companies should provide advance notice to
physicians before rolling out a new DTC campaign. However, previous IMS
HEALTH research indicates that most physicians (75 percent) seldom or never
hear about a DTC campaign from their pharmaceutical representative even during
the campaign. In addition, while 80 percent of managed care executives agree
that managed care companies also should receive advance notice of DTC efforts,
just 36 percent of physicians thought managed care organizations should be
alerted in advance.
Need to Balance
In other findings, more than 80 percent of managed care respondents agree
that DTC advertising creates a personal conflict for physicians, who must
balance the desire to satisfy a patient's request versus satisfying the
formulary guidelines set forth by managed care. A smaller percentage --
60 percent -- of physicians agreed that DTC creates a conflict for them in
balancing managed care and patient needs. The comprehensive findings of this
research are available in two unique studies -- the Physician DTC Perception
Study and the Managed Care DTC Perception Study, both published by IMS HEALTH.
IMS HEALTH
IMS HEALTH is the world's leading provider of information solutions to the
pharmaceutical and healthcare industries. With more than $1 billion in 1997
revenue, IMS HEALTH operates in over 90 countries. IMS HEALTH is the largest
pharmaceutical manufacturer information partner, with over 40 years'
experience in the industry. Key products and services integral to customer
day-to-day operations include: market research for prescription and
over-the-counter pharmaceutical products; sales management information to
optimize sales force productivity; technology enabled selling solutions for
sales and marketing decision-making; technologies systems and information
services that support managed care organizations. Additional information and
previous press releases are available at IMS HEALTH's web site:
http://www.imshealth.com.
SOURCE IMS Health
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CONTACT:
Nancy Duckwitz, 610-834-5338, or Michael
Gury, 44-171-393-5864, both of IMS Health
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