Pfizer Inc.'s Lipitor: The Celebrity Endorsement Controversy |
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End of a Controversial Campaign Contd...
But even after it withdrew the campaign, Pfizer defended its decision to use Jarvik in it, saying that the main aim of the campaign was to educate consumers about the benefits of cholesterol-lowering drugs like Lipitor. Pfizer started the new ad campaign featuring Jarvik in 2006 to ward off competition from the generic manufacturers of cholesterol-lowering drugs like Zocor7 (Simvastatin), one of the main competitors of Lipitor.
But with the campaign re-igniting the debate on direct-to-consumer (DTC) advertising of prescription drugs and also being targeted by politicians as part of a wider investigation into celebrity endorsements of prescription medications in DTC advertising, Pfizer decided to pull it out. The issue also divided marketing experts with many claiming that Pfizer had done nothing wrong by choosing Jarvik as a spokesperson... 6] Shannon Pettypiece, "Pfizer Beats Estimates, Helped by Sales Outside U.S. (Update5)," www.bloomberg.com, January 23, 2008. |
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