NEW PFIZER ERECTILE DYSFUNCTION ADS DON'T MENTION VIAGRA
First TV Spots in Overhauled DTC Marketing Efforts
DRUG GIANTS SHIFT DTC ADVERTISING STRATEGIES
Tighter Government Controls Anticipated
PFIZER ANNOUNCES NEW DTC AD POLICY
Branded Campaigns to Focus on Diseases Without Product Mention
PHARMACEUTICAL INDUSTRY ISSUES DTC AD GUIDELINES
Softball Approach Rejects Calls for Restrictions or Moratorium
FDA ORDERS PFIZER'S BEXTRA WITHDRAWN
Cites 'Unfavorable' Risk vs. Benefits
FDA ASKED PFIZER TO HALT CELEBREX ADS
No Indication How Long Suspension Will Last
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.
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.