Big Pharma to MDs - "We know what you're writing!"

Since at least the early 1990s, drug companies have used data mining to identify doctors who write the most prescriptions and go after them the way publishers court people who subscribe to lots of magazines.

They zero in on physicians who prescribe a competitors' drug and target them with campaigns touting their own products. Salespeople chart the changes in a doctor's prescribing patterns to see whether their visits and offers of free meals and gifts are having the desired effect.

"It's a key weapon in determining how we want to tailor our sales pitch," said Shahram Ahari, a former drug detailer for Eli Lilly who is now a researcher at the University of California at San Francisco's School of Pharmacy. "The programs give them [doctors] a score of 1 to 10 based on how much they write. Once we have that, we know who our primary targets are. We focus our time on the big [prescription] writers -- the 10s, the 9s, and then less so on the 8s and 7s. . . . We're dealing with individual physicians who might give us the biggest dividend for our investment."

Ahari said he used the data to tout the virtues of Eli Lilly's antidepressant Prozac to doctors who favored the rival drug Effexor -- noting, for example, that its longer half-life meant that if patients missed a dose over a weekend, they would experience less severe agitation and other withdrawal symptoms that might prompt them to call their doctor. He did not mention the rival drug by name or disclose that he knew the physician's prescribing habits, he said.

More at the WaPo