The 2-1/2 minute spot, which is about the length of a commercial break during most TV shows, is on the air. And the ad attempts to balance the benefits and risks associated a class of drugs linked to heart attacks and strokes. Emphasizing risk and appearing conservative is a must, given Pfizer’s track record with over-the-top Viagra ads.

Demand for Celebrex is growing, especially since Vioxx and Pfizer’s other Cox-2 inhibitor, Bextra, were withdrawn. But Pfizer stopped advertising Celebrex to consumers two years ago and is eager to exploit its unique role as the only drugmaker with a Cox-2 on the market. In fact, the ads note that other painkillers, such as ibuprofen and naproxen, carry similar warnings.

“There has been a lot of confusion in the marketplace with Celebrex and all the other NSAIDs,” says Steve Romano, a Pfizer vice president. “This is going to take those risks head on.”

A key issue is whether Pfizer sticks to its conservative approach. This is the same company that initially insisted Viagra was for older guys with erectile dysfunction and wound up running ads that signaled it was a party pill. And the drugmaker has been tagged in the past by the FDA for running Celebrex TV ads that omitted risk info or made misleading claims.

Granted, Jeff Kindler, the newly promoted ceo, is making noise about being a more prudent advertiser. But this company desperately needs revenue. How long will it be before Pfizer gets aggressive with Celebrex ads? Or can Kindler keep his word?

Further reading…
Bloomberg News;
Forbes;
FDA warning letter about Celebrex TV ads.
[tags]Celebrex, Pfizer, TV Advertising[/tags]