Pfizer Drops Jarvik From Lipitor Ads

(AP)  When "diet and exercise isn't enough," Pfizer still wants consumers to ask their doctor about Lipitor - just not Dr. Robert Jarvik.

On Monday, Pfizer took the doctor and inventor of the artificial heart off the mound as pitchman for the world's best- selling medication, after his credentials - in medicine and in his own exercise regimen - came under fire.

In the ads, which began their heavy rotation on TV and in print in 2006, Jarvik touts the benefits of Pfizer's cholesterol-lowering drug. As of Monday afternoon, Jarvik's photo still appeared on Pfizer's Web site advertising the drug.

But House Democrats said the ads could be misleading to consumers because Jarvik appeared to be giving medical advice, even though he is not licensed to practice medicine. While Jarvik holds a medical degree, he did not complete the certification requirements to practice medicine.

Democratic Reps. John Dingell and Bart Stupak said Monday the company made the right decision.

"When consumers see and hear a doctor endorsing a medication, they expect the doctor is a credible individual with requisite knowledge of the drug," Stupak said.

In January, the lawmakers asked Pfizer to hand over all records of its contract with Jarvik as part of a larger investigation into celebrity endorsements of prescription medicines.

Lipitor ad scrutiny intensified earlier this month when the New York Times reported that Pfizer used a stunt double in an ad in which Jarvik appeared to be rowing. The company replaced that ad with one showing Jarvik jogging with his son.

"You add up the medical questions and the rowing questions, and it's a pretty damning indictment," said Dr. Bill Trombetta, a professor of pharmaceutical marketing at St. Joseph's University. "It made sense for them to cut their losses and move on."

Lipitor posted sales of more than $12 billion last year.

In a statement Monday, Pfizer president of operations Ian Read said "the way in which we presented Dr. Jarvik in these ads has, unfortunately, led to misimpressions and distractions."

Read said the company will provide "greater clarity in our advertising regarding the presentation of spokespeople."

Pfizer said it plans to launch a new Lipitor campaign in coming weeks, but did not provide details. The company spent $118 million on Lipitor advertising in the first nine months of 2007.

In his response to initial questions about his qualifications, Jarvik issued a statement in mid-January, in which he said he was neither a clinical doctor nor a celebrity but had the expertise to endorse Lipitor as a treatment against heart disease.

The use of celebrities in drug advertising has declined since reaching a peak in the late 1990s, said Professor Michael Montagne of the Massachusetts College of Pharmacy.

At that time Pfizer enlisted former senator and presidential candidate Bob Dole to pitch Viagra and rival Merck & Co. Inc. paid Olympic skating champion Dorothy Hamill to appear in ads for Vioxx.

"Much of the director-to-consumer advertising we see today doesn't use celebrities because they are viewed as being a deceptive argument," said Montagne, who studies drug marketing. "They distract from the message of the ad - if there is a message."

Not every drug maker sees star power as a distraction. Actress Sally Field appears in ads for Boniva, an osteoporosis drug marketed by GlaxoSmithKline PLC and Roche. And rival Wyeth tapped former Charlie's Angel Cheryl Ladd to steer women toward its menopause therapy, Premarin.

Shares of Pfizer Inc. rose 28 cents Monday to close at $22.78.

[abigail531]

OKAY! Give the man a break! Just because he is not Board Certified to practice medicine, doesn''t mean that he doesn''t know how. Besides, Jarvik Heart has saved millions of lives. Give the man his credit he deserves.
As for Sally Field, she mocks women who take a little pill once a WEEK instead of once a MONTH. Is her memory so deteriorated that she cannot REMEMBER to take a pill once a week. She is so full of herself!

[estabwary]

LOL wow these congresspeople think we all still think doctors won''t push any ole drug. As if the drug companies are angels. They can put House on pushing drugs for all I care, not taking them unless death is imminent. Real food, not processed, & exercise people -- that''s the best answer to profit for yourself, not to profit big pharma.

[gce65]

Jarvik has an MD, but he never did a residency (cardiology, for the heart) or took licensing exams.
He worked on the engineering side of medicine, improving on a colleague''s artificial heart and patenting the Jarvik 7, which only kept near-death patients alive for a little while longer anyway. It was never a true long term replacement for a heart. Then he sold that business and went into advertising and medical consulting for companies like Pfizer. I''m glad they pulled the ads, it''s way overdue.

[valentin73]

BIG SMACKING DEAL!!!

THE DOCTOR HAS ALREADY MADE MILLIONS OFF OF THEM.

P''FIZER PROBABLY CAN NO LONGER AFFORD HIM.

Who''s ads were they for: some rich SOG (sun of a gun) who is able to afford the $100K machine that brings nothing but artificial life.

P''fizer, go find yourself another salesman. We''re waiting for his pitch...

[enriquecaliente]

Enzyte Bob is out of a job too.!

[Syndicate]

I always thaught he was an actor. I guess I''ve become way to cycical.

[jwind11]

I see Prozac is under scrutiny now.

Posted by fishinfool43 at 02:31 PM : Feb 26, 2008

It didnt work for mcvet or walt1944

[random_radar]

"When consumers see and hear a doctor endorsing a medication, they expect the doctor is a credible individual with requisite knowledge of the drug," Stupak said.

Yeah, I am sure that paperwork makes a world of difference between being a good doctor and a quack. Look at all the great doctors pushing Prozac all these years. Medical licensing sure made a difference there, too.

[ne1956-2009]

ANY television / radio commercial promotes in me an automatic reflex to hit the mute button on my TV remote control or to change the channel on my radio, or to pop in a CD. Doesn''t matter who, what, when, where or why.

Print media ads can be easily skipped. Web ads can be easily blocked.

Therefore, I cannot be mis-impressed, mis-informed or mis-interpret the words of the advertisers. I read labels. I read WebMD. I listen to my family doctor. I trust my instincts. Advertising, to me, is wasted time, money and energy.

[bizzzz-2009]

This seems pretty stupid. Does this mean Sally Field has to stop doing the Boniva commercials? Does that mean Wilford Brimley can''t sell me a glucose meter? Jarvis is the inventor of an artifical heart. He should know a little about it, just like Sally Fields knows her bones are brittle.