The failure of Exubera to gain traction is no secret. The insulin inhaler is challenged: Cost, insurance coverage and concerns over effects on the lungs are an issue. So Pfizer, which plans a big promotional campaign, is struggling to find the words to describe its problem.

Susan Silberman, Pfizer’s senior vice president of worldwide commercial development, tries mightily in an interview with the Associated Press: “I think we have to manage this product differently,” she says, maintaing Exubera is meeting expectations. “Insulin is intuitive. What has changed is the approach to delivery — so (marketing) is about the education.”

Product design, however, is not intuitive. And yes, Exubera still looks like a bong. No word from Silberman if Pfizer is considering a rethink.

“I think Pfizer will wish they had never gotten into this. I doubt they’ll regain their investment,” says Dr. John Buse, president-elect of the American Diabetes Association, who participated in Exubera’s trials. “There is no advantage to Exubera and there may be a safety risk. I see it as my job to talk people out of (using) it.”

Buse may have to ring a few more colleagues, though. For the week ended March 9, new prescriptions written for Exubera increased 3 percent and total scrips rose 5.2 percent, according to Mike King at Rodman & Renshaw, who cites IMS Health data. Hurry up, John, the trend is going against you.

[tags]American Diabetes Association, Exubera, Pfizer[/tags]