Merck priced prescription hair-growth drug, Propecia, at $50 per month's supply. Over-the- counter competitor Rogaine (topical liquid) was about $30 per month. Merck's drug for enlarge prostate, Proscar, has the same active ingredient - finasteride - as Propecia. Merck's price for 30 Proscar tablets was $70 - one Proscar tablet equals five daily doses of Propecia. Some physicians write Proscar prescriptions for balding men, who slice the pills into five parts. Henc they pay about $14 per month ($70/5) for hair-loss treatment, versus $50 for Propecia. Merck defends Propecia's price premium by citing research costs including clinical trials - $450 mil- lion. Most insurance policies cover Proscar, but not Propecia. The makers of Rogaine launched an $80 million advertising campaign for extra-strength Rogaine, applied twice daily. An Italian website offers Proscar tablets for U.S. delivery at $63 per 36 tablets. Suggest actions for: . Merck's director of marketing. . The compliance director for a national HMO. . Rogaine's marketing director