Celebrity pitch-folks may not be worth the money, study finds

Celebrities are making more and more appearances in pharma's DTC advertising, from Jon Bon Jovi repping Pfizer's ($PFE) Advil to Rascal Flatts signing on to help promote Pfizer's new over-the-counter Nexium. The way drugmakers see it, celeb endorsements help their meds score with patients the same way they help sell consumer goods. Or do they? Report