According to recent information collected through a survey by Health Products Research Inc (HPR), a division of Ventiv Health, physicians rated Pfizer, Merck, GlaxoSmithkline, Ortho-McNeil Pharmaceuticals, Eli Lilly, and Aventis as the companies best supporting the overall needs of their practices. Based on information from HPR's Metropolitan Area Promotional Audit (MPA) -- a monthly service providing insights and trends on pharmaceutical/healthcare company promotional activities and sales force structure -- approximately 9,000 physicians participated in a survey where they were asked to rate the top 3 companies best supporting the overall needs of their practice, and the factors distinguishing these companies from the rest.

Information was collected during the November-December 2001 period. In total, 11 unique specialty segments were represented in the research.

Among the broader General/Family Practitioner audience (1115 respondents), Pfizer (54 per cent), Merck (35 per cent) and GlaxoSmithkline (32 per cent) ranked one, two and three, respectively. The most common themes cited by physicians for ranking Pfizer were: availability of drug samples; frequency of seeing the rep; quality of patient education; and the on-going support of professional education through CME programs.

Pfizer ranked number one among 5 of the 11 specialty segments covered in the research, including Internal Medicine, Pediatrics, General Surgery, Cardiology, and General/Family Practice, and placed within the top 3 in 10 out of the 11 specialty segments covered (Oncology being the only exception).

Among Pediatricians (1470 respondents) participating in the research, Pfizer (34 per cent) edged out Ross Products (32 per cent) and GlaxoSmithkline (32 per cent) for the top position. Physicians like the fact that Ross (a division of Abbott) has a "full range of infant formula products," in addition to providing excellent support of patient programs, including infant formula samples, coupons, booklets and growth charts.

Over 60 per cent of the 1000-plus OB/GYNs surveyed ranked Ortho-McNeil Pharmaceuticals (OMP) as the company who best supports this specialty group. Wyeth-Ayerst (41 per cent) and Pfizer (30 per cent) followed. OB/GYNs frequently cited OMP as having "friendly and courteous" reps who are sensitive to the physician's time constraints, in addition to having an excellent women's health product line, strong patient education support, and excellent sampling support for its product line.

GlaxoSmithkline ranked number one among Neurologists (57 per cent), followed by Pfizer (44 per cent) and Novartis (35 per cent).

GlaxoSmithkline also ranked first among Pulmonary Disease specialists, with 82 per cent of this audience citing the company -- by far the highest percentage achieved by any company covered in the research.

Merck achieved the top position among Orthopedic Surgeons, with 57 per cent of physicians citing the company as best supporting their needs, followed by Pfizer (49 per cent) and Pharmacia (33 per cent). Lilly (52 per cent) ranked first among Psychiatrists, followed by Pfizer (48 per cent) and GlaxoSmithkline (30 per cent).

Within the Oncology/Hematology sector, Aventis Pharmaceuticals (41 per cent) was rated number one, followed by BMS (36 per cent) and Ortho Biotech (33 per cent).

Interestingly, analysis of the research by physician segment did yield differences in company rank among certain specialty groups. For example, among Cardiologists, Pfizer (64 per cent) and Merck (58 per cent) ranked number one and two, respectively, overall. However, among those Cardiologists writing a larger number of prescriptions (decile 5-10 physicians), Merck was the top ranked company, accounting for 67 per cent of the physician mentions among this segment, followed by Pfizer (58 per cent). Based on information captured in the MPA service, Merck sales representatives are reaching a greater proportion of these higher value physicians than any other company.

The Metropolitan Area Promotional Audit (MPA) is a monthly service providing clients with critical insights into competitive promotional activities, including product positioning, targeting, field force structure and selling effectiveness. The MPA is the only service of its kind tracking pharmaceutical and healthcare company promotional activities at the major metropolitan area levels.