How Consumers View Drug Companies; Best-Known Product: Viagra; Best-Known Firm: Merck

Business Wire, Jan 18, 1999

NEWTOWN, Pa.--(BW HealthWire)--Jan. 18, 1999--Viagra is the prescription drug that is best-known by U.S. consumers, according to the health care consulting firm Scott-Levin.

Scott-Levin's Pharmaceutical Company Image 1998 study surveyed 1,400 consumers. The most recognized products were:

-- Viagra (Pfizer; impotence): 34% -- Pondimin (Wyeth-Ayerst; weight control; withdrawn from market):

8% -- Claritin (Schering-Plough; antihistamine): 7% -- Prozac (Eli Lilly; antidepressant): 5%

The most-recognized pharmaceutical manufacturers were:

-- Merck: 13% -- Pfizer: 12% -- Eli Lilly: 9% -- Bristol-Myers Squibb: 8% -- Glaxo Wellcome: 6% -- American Home Products: 5%

However, 63% of consumers could not recall any product names from news stories, and only 23% were able to name a specific drug company. Consumers were more likely to be able to mention a product or company by name if they were chronic users of prescription drugs, 55 or older, college graduates, or medically educated.

About the Study

To provide a continuing picture of how the drug industry is perceived and which attributes have the greatest impact on audience perceptions, Scott-Levin has published Pharmaceutical Company Image reports every other year since 1992.

The 1998 study includes 13 key audiences, including physicians, consumers, pharmacists, physician assistants, nurse practitioners, and managed care and long-term care executives. These audiences were asked to rate pharmaceutical corporations in terms of 12 key attributes, including research and development, credibility, service, educational orientation, and community involvement.

For more information, please contact Bryna Elder or Andreas Tsukada at 215/860-0440; fax: 215/860-5477. Or e-mail them at email@scottlevin.com.

Scott-Levin, a division of PMSI/Scott-Levin Inc., provides consulting and communications services to pharmaceutical companies worldwide. You can visit Scott-Levin on the World Wide Web at http://www.scottlevin.com.