Pfizer Launches New Lipitor Ad Campaign Following Controversy

Pfizer, shortly after being involved in a major controversy surrounding its drug Lipitor, has begun advertising it yet again.

Pfizer had come under a great deal of criticism for TV spots that featured artificial heart pioneer Robert Jarvik. In February, the Jarvik-Lipitor ad campaign came under scrutiny from a Congressional committee examining consumer drug advertising. The committee questioned if the ads misrepresented Jarvik and his credentials. While Jarvik does have a medical degree, he is neither a cardiologist, nor is he licensed to practice medicine.

So, Pfizer has launched a new advertisement to help push sales of the cholesterol-lowering drug. The new advertisements for Lipitor focus more on ordinary life, showing a heart attack survivor living thanks to Lipitor. This is a big change from the past ads, showing Robert Jarvik rowing, running, etc.

Pfizer has just a few more years before its patent on Lipitor runs out, and they want to make the most of it. Pfizer is hoping that the new campaign will preserve Lipitor's market share. According to The Wall Street Journal, the drug's sales are under pressure from health plans promoting the use of cheaper, generic cholesterol drugs. Lipitor itself will lose protection against generic copies in the U.S. in 2011.

The Journal reports that the drug had sales of $12.7B in 2007, a 2% decline from the prior year. Sales through the first half of 2008 were up 1%, with a strong overseas showing bolstered by the weak dollar.

SOURCE: Pharmaceutical Online