Drugmakers use tracking method to market meds

05/17/2013 | New York Times (tiered subscription model), The

Drugmakers are using vast databases of doctor and patient information to market treatments. The information helps ensure doctors are prescribing appropriate medicines to the right patients, and it helps doctors enhance the chances that patients are taking their treatments as prescribed, drugmakers said. Some doctors said drugmakers have become more invasive in their use of data. It doesn't mean that proper treatments are being prescribed just because doctors are connected well, said Dr. David C. May of the American College of Cardiology.

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