Pfizer Announces Plans To End Lipitor Advertising Campaign With Artificial Heart Inventor Jarvik

Main Category: Cholesterol
Also Included In: Pharma Industry / Biotech Industry
Article Date: 27 Feb 2008 - 9:00 PDT

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Pfizer on Monday announced plans to end an advertising campaign for the cholesterol medication Lipitor that features Robert Jarvik, who invented the first artificial heart, amid concerns that the ads might mislead consumers, the New York Times reports. According to the Times, the case "has rekindled a debate over the so-called direct-to-consumer advertising of pharmaceuticals, a $4.8 billion business" (Saul, New York Times, 2/25).

In January, House Energy and Commerce Committee Chair John Dingell (D-Mich.) and Rep. Bart Stupak (D-Mich.), chair of the Oversight and Investigations Subcommittee, asked Pfizer to provide records on the ad campaign and Jarvik as part of a larger investigation into the use of celebrity endorsements in DTC ads for medications (Perrone, AP/Philadelphia Inquirer, 2/26). In a letter to Pfizer CEO Jeffrey Kindler, Dingell wrote that consumers might misinterpret the ad campaign, which began in 2006, because Jarvik is a "celebrity" and he "may not be a practicing physician with a valid license in any state" (Johnson, Wall Street Journal, 2/26).

Jarvik has a medical degree but is not licensed to practice medicine (AP/USA Today, 2/26). On his Web site, Jarvik describes himself as a medical scientist who has worked with artificial hearts for 36 years (Reuters/Los Angeles Times, 2/26).

Pfizer plans to introduce a new ad campaign for Lipitor in several weeks (Wall Street Journal, 2/26).

Comments
Ian Read, president of worldwide pharmaceutical operations at Pfizer, in a statement said, "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," adding, "Going forward, we commit to ensuring there is greater clarity in our advertising regarding the presentation of spokespeople" (New York Times, 2/25).

Dingell on Monday said that the decision by Pfizer to end the ad campaign was a "wise one" and that he "trusts Pfizer is sincere in its commitment to 'greater clarity' in its advertising" (Cohen, Newark Star-Ledger, 2/26). Stupak in a statement said, "I commend Pfizer for doing the right thing and pulling the Lipitor ads featuring Dr. Jarvik," adding, "When consumers see and hear a doctor endorsing medication, they expect the doctor is a credible individual with requisite knowledge of the drug" (New York Times, 2/25).

Jarvik in a statement said, "I accepted the role of spokesman for Lipitor because I am dedicated to the battle against heart disease," adding, "I am not a celebrity. I am a medical scientist specializing in advanced technology to treat heart failure" (Pettypiece, Bloomberg/Washington Post, 2/26).

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