One doctor's practice in Oakland, CA, received hundreds of calls from Vioxx users in the week following Merck's announcement. Another physician in Englewood Cliffs, New Jersey told the New Jersey Star-Ledger that she first heard the announcement from Merck on the radio as she was entering her office to see patients. Without knowing the rules to which pharma companies must adhere, this doctor expressed concern that Merck didn't give physicians a chance to prepare before the information was released to the public. "It would have been nice to hear about it through an e-mail," she said.

Conscientious physicians also want to know how to use products before they start offering them to patients, but pharma companies are once again limited in what they are allowed to teach to doctors prior to regulatory approval. But, when responsible doctors turn away patients until they feel comfortable with the evidence and proper procedure for a drug, they are inadvertently sending some patients into the arms of less scrupulous practitioners. It's an ethical quandary for that physician—and a potential safety issue for patients.

Staying Informed New data announcements almost always generate a response from patients. When they are positive, they often trigger high demand among patients who hope the product can solve their problems. If the news is negative, worried patients flock to their doctors for reassurance. Such patient reactions add a burden to the busy physician's schedule.

Although they cannot legally talk to physicians before releasing information publicly, companies can deliver simultaneous announcements to physicians and the media through blast e-mails that may include links to "emergency" informational Web sites or webcasts. Imagine how helpful it would be to physicians if, when a new product is approved for a condition affecting a broad patient base, they received a list of anticipated questions, with answers based on the evidence gathered to support the approval. Doctors could even attend a webcast where they could ask questions before the first sales rep walks into their office, which would make rep visits more productive. Physicians would be better equipped to handle a high volume of patient queries and could even post the information updates on their own websites for their patients.

For day-to-day medical developments about products or about medical news in general, pharma companies can also deliver "news of the day" healthcare bulletins to physicians via e-mail. Such newsletters could offer cues about what patients will be viewing on the morning news that may result in phone calls to the office that day. The content may include summaries of studies and new drug approvals, as well as coverage that could raise concerns about the safety or efficacy of any currently prescribed product. And the company that provides this valuable resource has the opportunity to become a partner in improving doctors' relationships with their patients while minimizing the already significant stresses on their time.

Healthcare marketers can work with medical societies to develop printed and online educational materials or conference workshops to help doctors learn how to track the 24-hour news cycle. Such materials would show healthcare providers how the "need to know" affects their workflow and ability to counsel patients, and they would help them communicate with patients. And if doctors recognize the balancing act that pharma must perform to manage the flow of information while remaining compliant with financial and government regulations, they may be less likely to feel as if they've been blindsided by the news—and more likely to act as brand advocates.

Christopher Franck