Healthy Skepticism Library item: 15428

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Hagan K.
Merck told doctors to be 'heroes'
The Sydney Morning Herald 2009 Apr 16
http://www.smh.com.au/national/merck-told-doctors-to-be-heroes-20090415-a7jr.html

Full text:

THE drug company Merck tried to persuade doctors they could be recognised as “heroes” if they prescribed its anti-arthritis drug Vioxx, the Federal Court heard yesterday.

In a statement tendered to the court, Rob Donovan, a professor of behavioural research at Curtin University, said Merck documents emphasised “the emotional end-benefit for the prescribing doctor”.

He said Merck research found older male doctors in particular were “seen as being primarily concerned with providing patient satisfaction”, and wanted “recognition of status by the patient”.

Professor Donovan told the court Merck sold Vioxx to doctors as a way of having “control over a patient’s independence”, and a resulting “recognition of you as a hero”.

In his statement, he noted that Vioxx brochures included the message: “Help them enjoy the simple but special times.”

The professor gave evidence in a class action on behalf of Australians who had cardiovascular conditions, including heart attack and stroke, after completing at least one prescription of Vioxx between June 30, 1999, and its worldwide recall in 2004.

The class action alleges the company covered up an increased risk of cardiovascular conditions attached to Vioxx. It includes more than 1000 people, some of whom have died.

The professor said sales representatives were “rigorously trained … [to] convey the message there was no increased cardiovascular risk associated with Vioxx” after a study released in 2000 indicated otherwise.

The trial continues.