Pfizer’s Ian Read is predictably bullish about prospects for the maligned NSAID. He just told Wall Streeters at the big briefing that cardiovascular safety is being discussed with doctors “front and center,” ahead of efficacy.

He then crowed that the approach appears to be working, based on early data showing new prescriptions written, although he didn’t actually offer specific numbers to indicate a real trend is at hand. But Read did promise a new promotional campaign to start in this year’s second quarter to promote Celebrex, depending on the outcome of talks with the FDA.

The push isn’t a surprise. Pfizer faces thousands of lawsuits over Celebrex links to heart attacks and, at the same time, may have new competition, if the FDA approves Merck’s controversial Arcoxia and Novartis’s Prexige.

The real question is whether NSAIDs can make a comeback, given the Vioxx scandal, criticism over Merck’s handling of Arcoxia data, and ongoing Celebrex lawsuits.

Now maybe if cardiovascular risk had received more attention a few years ago……

[tags]Arcoxia, Celebrex, Merck, Novartis, Pfizer, Prexige, Vioxx[/tags]