Pfizer is set to roll out a DTC campaign forsmoking-cessation aid Chantix next week,an executive said today.
Ian Read said the US debut, slated for Sept. 24, “should addto our momentum” for Chantix (varenicline tartrate), which gained marketingclearance last year under an accelerated, six-month review and generated $168million in revenue during the first six months of 2007.
“We are just in the early stages of tapping into thepotential of this product,” said Read, a Pfizer VP and president of its Worldwide Pharma Operations, during the Bank of America AnnualInvestment Conference today.
McCann HumanCare, tasked with the DTC account, deferred questions to the client. The McCann consumerunit also handles Pfizer’s Aricept and Viagra. Euro RSCG Life LM&P handlesprofessional work, while Cadient claims the interactive side.
In a second-quarter earnings statement, the company said nearly 2.5 million US patientshad filled prescriptions for Chantix as of June 15, comprising a little morethan 5% of US adult smokers. It has introduced new adherence tools tophysicians and is conducting pilot programs to reach patients in their firstmonth of therapy through pharmacy programs, as well as through its “GetQuit”behavior modification program.
Pfizer added that ithas partnered with regulators and independent medical organizations and has supportedexpanding coverage to uninsured patients.
