http://www.whartonjournal.com/media/paper201/news/2001/10/22/News/Merck.Exec.Tal
ks.About.The.Future.Of.Pharma-129504.shtml?norewrite&sourcedomain=www.whartonjou
rnal.com

Wharton Journal: With specific examples, can you highlight how Merck
has used marketing as a tool to redefine the market structure?

Dr. Brad Sheares: Merck educates the market through several channels.
We engage and educate the physicians, we use scientific channels,
journals and scientific conferences, DTC (Direct to Consumer
advertising) to patients and web-sites. From a marketing perspective,
consider Mevacorâ (lovastatin). This product drove a new hypothesis on
the benefits of cholesterol reduction but did not benefit from any
solid proof on outcomes. The scientific community was divided between
the benefits of cholesterol reduction vs. maybe some potential benefit
to having more cholesterol. The Zocor (simvastatin) 4S clinical study
was the first significant breakthrough in making a direct connection
between lowering cholesterol and changing the outcome for a patient.
Merck's effective marketing of the significant findings of this
landmark study changed the way physicians and patients perceived the
importance of cholesterol reduction and potential long-term benefits to
human health.

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http://www.complab.nymc.edu/Medicine/4SStudy.htm

The study was supported by a grant from Merck Research Laboratories,
Rahway, New Jersey, USA.

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TC