Dr. Robert Jarvik and Pfizer's Lipitor Advertisement - KCBD NewsChannel 11 Lubbock

2/25/08

Dr. Robert Jarvik and Pfizer's Lipitor Advertisement

We've all seen the advertisements on TV with Dr. Robert Jarvik pitching the cholesterol lowering drug Lipitor. Well, no more. Pfizer announced Monday that they are pulling the ads featuring Dr. Jarvik because they may lead to a misimpression.

Dr. Jarvik invented the artificial heart that bears his name, but he is not licensed to practice medicine. Questions about the ads were first raised on MSNBC.com which prompted lawmakers to look into the use of celebrity endorsements of prescription medications.

Pfizer spent $118 million on the advertising campaign and in the first nine months of 2007, Lipitor sales jumped to more than $12 billion.

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