Here are two key findings from a new study in JAMA: First, one in four women have HPV, which is higher than previously thought. Two, the incidence of the two strains responsible for most cervical cancer is actually rather low.

The study, which examined women between 14 and 59, found that HPV types 16 and 18 showed up in just 2 percent of the group. However, it’s worth noting these high-risk strains account for some 70 percent of cervical cancer cases.

This puts Merck on the defensive. The drugmaker angered many people by pushing politicians to create state mandates for its Gardasil vaccine for pre-teen and teenage girls, even though the disease isn’t communicable by casual contact. Merck subsequently backed off.

Now, the JAMA study is likely to be used to further bolster arguments against the vaccine. Richard Haupt hopes otherwse. The executive director of medical affairs in Merck’s vaccine division tells The Wall Street Journal (subscription required) that Gardasil is still a potent weapon, because the high-risk are responsible for most cervical cancers. “It indicates that there are many women who will benefit from being protected” by Gardasil, he says.

That may very well be true. But the latest data underscores a lesson from Marketing 101 - don’t run the risk of angering your customer base. Pushing too hard isn’t always a good thing.

[tags]Gardasil, HPV, Merck[/tags]