BAYER
has been ordered to pull the plug on its controversial marketing campaign for its erectile dysfunction drug Levitra.
The campaign saw the company matchmake erectile dysfunction patients to consultations with GPs listed on a Bayer web site for men
s health and targeted with advertising for Levitra.
Bayer signed up the 1000 GPs to have their contact details listed on the men
s health web site earlier this year. Patients were urged to arrange appointments with doctors on the register, with Bayer then sending the GP the patient
s name and contact details as well as a Bayer information pack that the GP was expected to give to the patient in the resulting consultation.
After a complaint from North Sydney GP Dr Paul Fitzgerald, the...
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