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Home Industry News Pfizer withdraws Lipitor advertising feature

Pfizer withdraws Lipitor advertising feature

26th February 2008

Pfizer has announced that it has voluntarily withdrawn an advertising feature for (atorvastatin calcium) featuring Dr Robert Jarvik and stated its commitment to ensuring improved clarity in the responsibilities and roles of its spokespeople in promotion.

The company insisted that its advertisement provided information that was both medically accurate and valuable regarding the risks of high cholesterol and the role of Lipitor in reducing the risk of experiencing heart attack and stroke.

It also restated the importance of direct-to-consumer advertisements as a means of providing citizens with information regarding their health

Ian Read, president of worldwide pharmaceutical operations at Pfizer, said: “Nevertheless, the way in which we presented Dr Jarvik in these ads has, unfortunately, led to misimpressions and distractions from our primary goal of encouraging patient and physician dialogue on the leading cause of death in the world – cardiovascular disease.”

He added that the company regretted these misunderstandings and pledged improved transparency in its advertising in future.

Mr Read also said that future campaigns for Lipitor due to be launched in weeks would continue to highlight the importance of engaging in dialogue with medical professionals in order to facilitate informed decisions regarding treatment.

Last month, Pfizer announced the results of a post-hoc analysis of a five-year study showing Lipitor to maintain a 36 per cent reduction in the risk of heart attack over the period.

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