Direct mail to doctors increases generic scripts – Merck-Medco launches campaign – Brief Article
Direct Marketing news reports that a direct mail campaign from giant prescription benefit manager Merck-Medco promoting the use of generic drugs received more than a 20 percent response rate among doctors. The campaign, called Generics First, encourages doctors to prescribe generic drugs by offering them mail-order samples.
Launched in January, the campaign has exceeded expectations. Over 5,400 doctors, culled from MerckMedco’s database and claims histories, requested over 100,000 samples of anti-hypertensives, gastrointestinals, antibiotics and nonsteroidal anti-inflammatory drugs.
Merck-Medco is awaiting the results of another 5,800 Generics First mailers sent April 2. The PBM now plans to send out mailers every other month. Chris Brad-bury, Merck-Medco’s senior director of physician programs, heads the effort.
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