Marketer: Merck & Co.
Name of Entry: Proscar Interactive Series on Medical News Network
Entrant: Medical Broadcasting Co.
Contact: Andy Denison, project director, Medical Broadcasting Co.,
Conshohocken, Pa., (610) 940-4444
Documentary and scripted TV spots for Proscar, a new drug to treat benign prostatic hyperplasia, were followed or preceded on Whittle Communications' Medical News Network by interactive messages inviting doctors to participate in instant polls, view a teaching film, order samples, request reprints from medical journals, order audiotapes or videotapes or access patient tracking materials. A host invites physicians to use a keypad to select different paths to make the choices. Their decisions were recorded and reported to Merck.