PFIZER AD FOR LIPITOR DOESN'T MENTION LIPITOR

Latest Campaign in Drug Giant's New DTC Strategy

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NEW YORK (AdAge.com) -- Although Pfizer has not yet selected an agency for its $110 million Lipitor account, the pharmaceutical maker today introduced an unbranded campaign for high-cholesterol awareness.
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Promotes Web site
The push, from Omnicom Group’s Unit 7, New York, will feature spots that run on broadcast and cable TV using the tagline “My Heart Now.” The commercials will drive consumers to a Web site, myheartkit.com.

The Web site asks a series of questions regarding cholesterol awareness and prescription medication use. Based on the answers, an information kit is then sent to the person who filled out the questionnaire.

Marketing research
A Pfizer spokeswoman said that research showed more than 50% of the public is not being treated appropriately for high cholesterol, and said the campaign aims to encourage patients to speak with their physicians.

The unbranded effort will run until a new agency begins work on Lipitor. The finalists for the world’s biggest-selling drug are McGarryBowen, JWT and Kaplan Thaler Group, all New York. A decision is expected after the first of the year.

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