Pfizer's Lipitor ad returns, sans celebrity

When word leaked that Pfizer's celebrity doctor spokesperson had never actually practiced medicine, controversy heated up. The drug maker pulled its ads for Lipitor [1], which currently brings Pfizer about $12 billion a year, in February. Pfizer has spent over $250 million advertising Lipitor over the last two years.

According to the ads, the spokesperson, Dr. Robert Jarvik, invented the artificial heart valve. But according to the New York Times, a former colleague says he simply worked on different versions of prototypes designed by someone else. Jarvik earned at least $1.35 million during his two-year tenure as Pfizer spokesperson.

Both Congress and the medical community felt the ads were misleading--especially since Jarvik is not a cardiologist and does not have a medical license. In fact, he never has had a license and could not even prescribe the medication he was touting. The fact that he came off as a heart expert further added to the confusion. The ad had been running since 2006 (you can see the video here [2]).

To make things worse, the ads showed Dr. Jarvik rowing, but it turned out he doesn't even pretend to row [3]. Rather, a stunt double held the oars.

Now, Pfizer will be peddling its bestseller on the small screen once again, but they've nixed the questionable spokesperson. The new spokesperson (video [4]) is actually a Lipitor patient, according to Pfizer execs.

The drug goes off patent in 2011. In the meantime, Pfizer will get back to DTC advertising and promoting Pfizer-funded studies that show Lipitor gets the job done.

For more proof that drug companies are getting crafty with their advertising, check out some of the PSA-type ads [5]. Rather than mentioning the drug, the company talks only about a given condition and directs viewers to a website. For example, Pfizer's "My Time To Quit" commercials [6] aimed at pushing Chantix don't actually mention Chantix, but sends patients to a website. When consumers get to the website, the side effects are there, but far less obvious than they would be on television. 

Pfizer isn't alone in the web-flavored advertising, however. Sanofi-Aventis is promoting Ambien at its website via a TV commercial that doesn't mention the drug or its side effects.

For their parts, the companies say their goal is increased advertising efficiency, but it is worth noting that Pfizer's quit-smoking website move happened right as Chantix was getting piles of negative press about side effects, including an increased risk of suicide.

Representative Bart Stupak, D-Michigan, chairperson of the House Committee on Energy and Commerce's Subcommittee on Oversight and Investigations said, "We are taking a hard look at the deceptive tactics of drug companies in their direct-to-consumer advertising.  Drug companies should know that they will be held accountable for the representations made in their ads."

- see the Associated Press story [7]
- read what the Wall Street Journal says [8]
- find out more [9] at the Red Orbit
- get the Consumer Affairs angle [10]

Related Articles:
Pfizer, Merck go for indirect ads [5]
Pfizer yanks Lipitor ads starring Jarvik [1]
Lipitor doc doesn't practice rowing, either [3]
Drug ads challenge reputation of inventor [11]