Bayer investigates error in GP research offer

BAYER has launched an internal investigation after a market research firm it had contracted wrote to thousands of doctors mistakenly offering to pay them $20 each time they prescribed one of Bayer’s products.

The pharmaceutical company has apologised to doctors and said it was reviewing its processes with market researcher Frost & Sullivan after the “blatant error”.

The letter sent to doctors was supposed to offer a $20 payment for completing a survey on Bayer’s Mirena IUCD. Instead, doctors were incorrectly offered payment for each Mirena script written at up to $200 per practice.

The company told MO it became aware of the error after being contacted by Medicines Australia (MA) last month. A Bayer spokesperson said the company had immediately faxed a correction to the 7000 doctors who received the letter.

Frost & Sullivan were unable to respond to MO queries by time of press.