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To: Anthony Wong who wrote (1084)	11/19/1998 7:13:00 PM
From: Anthony Wong	Read Replies (1) \| Respond to of 1722

PHYSICIANS RANK PFIZER FIRST IN DRUG INDUSTRY IMAGE SURVEY Business Wire November 19, 1998, 11:59 a.m. PT Business Editors/Medical & Pharmaceutical Writers NEWTOWN, Pa.--(BW HealthWire)--Nov. 19, 1998-- The 10 Pharmaceutical Corporations Most Esteemed by Physicians Pfizer Merck Glaxo Wellcome Eli Lilly Bristol-Myers Squibb Johnson & Johnson Abbott Labs SmithKline Beecham American Home Products Schering-Plough Pfizer has replaced Merck as the No. 1 pharmaceutical corporation in the eyes of physicians, according to a new strategic study by Scott-Levin. Pfizer also was ranked first by nurse practitioners, physician assistants and HMO medical directors. Merck was rated the highest by pharmacists, pharmacy drug chain executives, drug wholesalers, hospital buying groups and nursing home pharmacy consultants. In 1996, it was ranked the top corporation by doctors. Novartis was placed first by pharmacy benefit management executives and HMO pharmacy directors. A Standard Measure for Image In order to provide a continuing picture of how the drug industry is perceived and which attributes have the greatest impact on audience perceptions, Scott-Levin has published Pharmaceutical Company Image reports every other year since 1992. The 1998 survey includes 13 key audiences, including physicians, consumers, pharmacists, physician assistants, and managed care and long-term care executives. These audiences were asked to rate pharmaceutical corporations in terms of 12 key attributes, including research and development, credibility, service, educational orientation, and community involvement. Specialist Views The Scott-Levin study also pinpoints the corporations held in the highest esteem by individual physician specialty groups. Some highlights: -- General/family practitioners and internists: Pfizer -- OB/GYNs: Johnson & Johnson -- Pediatricians: Abbott Labs -- Psychiatrists: Eli Lilly The R&D Edge The attributes that weighed most heavily on physicians' overall attitude toward a pharmaceutical corporation were strong research and development, credibility, educational orientation, sensitivity to pricing concerns, and strong orientation to patient information. "Firms with a strong research and development reputation tend to perform better in overall company rankings," said Joy Scott, chief executive officer of Scott-Levin. "Pfizer's high position can also be attributed to strong sales and marketing and innovative new products." Among the recent drug launches helping Pfizer's image are the impotence therapy Viagra, the cholesterol reducer Lipitor, and the Alzheimer's disease treatment Aricept. For more information, please contact Bryna Elder or Andreas Tsukada at 215/860-0440; fax: 215/860-5477. Or e-mail them at email@scottlevin.com. Scott-Levin, a division of PMSI/Scott-Levin Inc., provides consulting and communications services to pharmaceutical companies worldwide. You can visit Scott-Levin on the World Wide Web at scottlevin.com. SOURCE: Scott-Levin, Pharmaceutical Company Image, 1998 survey of more than 6,000 physicians in 27 specialties --30--sig/ix* quote.bloomberg.com