Pfizer to launch new Lipitor consumer effort

Pfizer told the Associated Press it plans to launch a new consumer ad campaign for its blockbuster cholesterol drug Lipitor during the first week of April. The campaign comprised of TV and print spots, will continue to feature Dr. Robert Jarvik, inventor of the artificial heart, but will add information about new uses for the drug, Walt Johnston, senior director and group leader for Lipitor marketing said. Earlier this month, Pfizer announced that the FDA approved Lipitor to reduce the risk of several serious problems in patients with heart disease, including hospitalizations for heart failure. A Pfizer spokesperson was not available at press time to provide additional details.