Healthy Skepticism Library item: 19825

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: Magazine

Smith P
Plug pulled on Bayer Levitra campaign
Australian Doctor 2005 Nov 18
http://www.australiandoctor.com.au/news/plug-pulled-on-bayer-levitra-campaign

Abstract:

BAYER has been ordered to pull the plug on its controversial marketing campaign for its erectile dysfunction drug Levitra.The campaign saw the company matchmake erectile dysfunction patients to consultations with GPs listed on a Bayer web site for mens health and targeted with advertising for Levitra.Bayer signed up the 1000 GPs to have their contact details listed on the mens health web site earlier this year. Patients were urged to arrange appointments with doctors on the register, with Bayer then sending the GP the patients name and contact details as well as a Bayer information pack that the GP was expected to give to the patient in the resulting consultation.After a complaint from North Sydney GP Dr Paul Fitzgerald, the…