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January 22, 1992

Direct-to-Consumer Advertising With Added Inducements-Reply

Author Affiliations

ICI Pharma Wilmington, Del

JAMA. 1992;267(4):508. doi:10.1001/jama.1992.03480040056020

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In Reply.  —The advertisement to which Dr Kincaid is referring was one that we ran in Parade magazine on the Tenormin (atenolol) Wellspring Service. The intent of the ad was not to encourage patients to visit their physician and demand to be given Tenormin, but to notify existing Tenormin patients that a new service was available to them free of charge.The Wellspring Service is designed to address the problem of high noncompliance rates experienced with patients on long-term antihypertensive medications. Wellspring does this by providing an education and support program to Tenormin patients through their physician or pharmacist that encourages them to comply with the drug therapy prescribed and dispensed by their health care team and to adopt a healthy life-style. This is done through an ongoing series of educational materials and prescription refill reminders. Wellspring members also receive various samples of health-related products or coupons for such products