Sunday, August 07, 2005

Wall Street Journal Examines Eli Lilly's Tactics To Persuade Physicians To Prescribe Antidepressant Cymbalta Item in the Kaiser Daily Health Policy Review - "The Wall Street Journal on Friday examined how pharmaceutical companies' contracts with insurers and medical organizations to sell their drugs sometimes restrict 'unflattering statements about the costs and risks of drugs when they communicate with health practitioners.' For example, Indianapolis-based Eli Lilly offers health facilities a 5% discount for the antidepressant Cymbalta, but the contract states that most of the discount could be revoked if the facility engages in certain actions, including 'negative [drug utilization review] correspondence to physicians.' A drug utilization review is a type of analysis of prescription patterns often used by insurers to identify risky or inappropriate practices and to reduce expenses. Pharmaceutical industry officials have said that insurers or other groups could use DURs to encourage doctors to use lower-cost drugs that might not be as effective. The Cymbalta contract also restricts 'negative educational counterdetailing,' a practice often used by insurers to counterbalance a drug maker's sales pitch to doctors that can focus on recommending generic drugs."