FRENZY SCRATCHES SURFACE OF WEB MEDICINE

Consumer access is easy, but miracle 'cures,' counterfeits abound

Massive publicity surrounding Viagra's release has exposed millions to the
exploding new world of Internet medicine.

It's a world where you can get prescriptions on line, order drugs from
overseas pharmacies without having prescriptions, solicit opinions from
on-line doctors and support groups, and tap into hundreds of alternative
medicine sites.

All this can be a boon for consumers frustrated by tight-lipped doctors and
high-priced pharmaceuticals, but the medical community sees pitfalls
aplenty.

"Anybody can set up a Web page," said Abbey Meyers, director of the National
Organization for Rare Disorders. "Look up diabetes on the Web, or cancer,
anything, and you'll find people pushing miracle cures."

Concerns about drug sales include counterfeits that prove useless or
dangerous, Meyers said. Consumers also should be wary of wild claims made by
sellers of dietary supplements made overseas and sold on the Internet, she
said. Such supplements are lightly regulated in the United States.

Confusion already was evident over the impotence drug Viagra on Wednesday,
thanks to the marketing of two products labeled Vaegra and Viagro.

Until Wednesday afternoon, Web surfers could get an on-line prescription and
place an order for new "Viagro" impotence pills from a New York state herbal
medicine practitioner and physician. The doctor, identified as V.A. Meisher,
charged $99 for the on-line "consultation" and marketed the pills as "Best
Price on the Internet!" -- 10 pills for $99.09.

The consultation required that patients e-mail their medical and sexual
histories.

But Wednesday afternoon, the Viagro solicitation disappeared. In its place
was a message: "SORRY, dear visitor! Viagra may be obtained from your local
pharmacy." It referred visitors to the pill's manufacturer, Pfizer Inc.

Pfizer spokesmen said they did not know exactly what Meisher was selling,
but declined comment on whether they had sought to shut down the Web page.
Meisher could not be reached for comment.

Also Wednesday, Pfizer was granted a trademark infringement restraining
order against another company, American Urological Clinic of Georgia, for
marketing "Vaegra," a vitamin and herbal supplement.

The international nature of the Internet also has opened up drug sales.
Obtaining medicine from overseas that would require a prescription or face
tighter regulation here is not difficult, based on an Internet search.

A London-based company, Quality Health Inc., offers a variety of medications
and supplements on its Web site, including the anti-acne drug Retin-A, a
prescription drug here. The company "distributes physician recommended
medications that may be difficult to obtain in the customer's country of
residence," its Web site says.

No mention is made of requiring a prescription. But to order, visitors must
agree that medications will be "used under the guidance and consent of a
physician."

The site was singled out in a recent New York Times article, which prompted
Quality Health to respond on line by saying its products are of high quality
and meet a need caused by "lack of availability" of certain drugs in some
countries.

Hundreds of Web sites now advertise cures and give broad medical advice,
while many consumers share their experiences on electronic bulletin boards.
The information can empower people, but also confuse them, Meyers said.
Marketing pitches and personal experiences easily can be confused with
definitive health chatter, and that can be dangerous, she said.

"It's difficult to discern for the average person."