Docs rate Merck tops for ePromotion

Share this article:
Doctors rate Merck's ePromotion efforts as tops in the industry, according to pharmaceutical marketing data firm Verispan.

Of the approximately 1,000 physicians who participated in “Verispan's 2007 ePromotion Annual Study,” Merck was mentioned as a top company by 361, while the closest competitor, GlaxoSmithKline, was mentioned by 219 physicians. Forty-eight percent of primary care doctors and 52% of pediatricians ranked Merck among the three companies with the best ePromotion programs.

Verispan's online study surveyed approximately 1,000 physicians across 14 specialties. For purposes of the study, the term “ePromotion” was defined as video details, online events and virtual details.

Merck's spending on ePromotion activities has more than quadrupled over the last three years, Verispan said. The drugmaker spent almost $83 million in 2007 on ePromotion, an amount that accounts for over 20% of industry spending for the medium.

Merck's ePromotion efforts in 2007 were concentrated on primary care physicians (68% of spending), pediatricians (13%) and obstetricians/gynecologists (8%). The drugmaker most often promoted Januvia, Singulair and Vytorin to primary care physicians and Singulair, RotaTeq and Gardasil to pediatricians, Verispan said. OB/GYNs were most likely to participate in Fosamax, Singulair and Januvia ePromotion activities.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Channel

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...