Healthy Skepticism Library item: 5230

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: Journal Article

Carter H.
GP role in money-back campaign raises questions
Australian Doctor 2006 Jun 9; 1-2

Full text:

A NEW marketing campaign that relies on GPs informing impotence
patients
about a money-back guarantee for Levitra has sparked controversy.
Last week Bayer Australia informed doctors about the offer for Levitra
(vardenafil). Doctors also received a supply of refund forms to give
patients with their prescription.
Under the promotion, the first of its kind in Australia, patients who
are
not satisfied with their treatment fill in the form and post it to
Bayer,
along with their receipt and empty packet, to receive their money back.
A
pack of four tablets costs patients about $50-$70 depending on dose.
Bayer said the concept would “help doctors encourage their patients
with
erection difficulties to obtain and fulfil treatment”.
However, Professor Paul Komesaroff, ethics convenor with the Royal
Australasian College of Physicians, criticised the concept for having
“no semblance of clinical benefit”. He also said the offer “cheapened” the
issue of impotence.
Professor Komesaroff told Australian Doctor it would be inappropriate
for doctors to co-operate with the promotion because it was a direct appeal
to patients.
“People who take medications are often vulnerable and able to be
persuaded, so it’s important for us to be rigorous about making decisions based on
evidence,” he said.
“Choice of medicine should be based on what is most appropriate clinically
and [the] evidence, although cost considerations may be important in
some circumstances.
“I believe, and the college of physicians would take the view, that
it’s inappropriate for a drug company to advertise or promote its product in this way.”
Dr Jeff Hassall, medical director with Bayer Australia, said the
guarantee applied to four-dose packs because feedback indicated it took several
attempts with the drug to achieve success.
The program had increased sales in five European countries, but the
Australian launch followed feedback from, and market research among,
doctors, and a poll that found 60% of men wanted guarantees.
“We’ve given it careful consideration and don’t think there are ethical
problems,” Dr Hassall said.
“We’ve had very strong support from doctors we’ve spoken to, feel
confident in the program, and feel it complies with various codes of conduct.”
A spokesman for Medicines Australia said the organisation was unsure if
the program contravened the industry code of conduct because it had not
seen details of the scheme and would need to see it in operation.
Sexual health physician Dr Michael Lowy, director of the Sydney Centre
for Men’s Health, said the program was reasonable because cost was a major
barrier to many men filling their prescriptions for such drugs.
“I don’t think there’s anything ethically wrong with it. It’s up to the
doctor to make the decision and there’s no pressure,” he said. “I
believe most GPs will be in favour of it.”
Sydney GP Dr Damien Bray felt the promotion was “vaguely comical” and
at first glance did not think it sounded unethical, although it was a
marketing ploy.
“I would not be debasing myself by involving patients in money-back
guarantees,” he said. “I would not be doing any marketing for Bayer or
tearing off any slips. I would explain, if indicated, there are three
slightly different versions on the market and I wouldn’t tell them
[patients] about the guarantee, but if Levitra was chosen I would tell
them there is an offer they can discuss with the pharmacist, but that’s as
far asI would go.”
The offer runs until September but may be extended.