Viagra: most recalled DTC brand in '06

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News stories about Cox-2 drugs and ads for Viagra were the most recalled by consumers, according to a Verispan survey.

Pfizer's little blue pill was the most recalled among advertised brands in 2006, accounting for 14% of all product mentions in Verispan's Pharmaceutical Company Image 2006 survey. Lilly's Cialis was next, with 8% of mentions, followed by Pfizer's Lipitor and AstraZeneca's Nexium, both with 6%. Lunesta placed fifth, with 5.4% of mentions, and Ambien placed seventh, with 3.2% of mentions.

Viagra seems to have benefited from its sexy indication and powerful brand recognition. Nexium ranked first in DTC spending for 2005, according to Verispan's DTC Audit, while Viagra ranked 17th.

When it came to news stories recalled by respondents, Merck's Vioxx topped the list at 16% of product mentions, followed by Pfizer's Celebrex, at 8%. Insomnia leaders Lunesta and Ambien were new entrants at 3.4% and 3.1%, respectively. A quarter of respondents said drug ads prompted them to discuss treatment options with a physician.

The study, executed every two years, was drawn from more than 2,200 respondents.

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