Congress is investigating the use of celebrity endorsementsin pharmaceutical advertising—starting with a “celebrity doctor,” artificialheart inventor Dr. Robert Jarvik.
In a letter to Pfizer honcho Jeff Kindler, MichiganDemocrats John Dingell, chairman of the House Committee on Energy and Commerce,and Bart Stupak, chairman of the House Subcommittee on Oversight andInvestigations, announced that they are looking into Pfizer’s use of Dr. Jarvikin ads for Lipitor.
“We are concerned that consumers may misinterpret the healthclaims of a prescription drug promoted in a (DTC) advertisement utilizing acelebrity physician,” Dingell wrote, adding that consumers might alsooverestimate the qualifications of Dr. Jarvik “given that he may not be apracticing physician with a valid license in any state.”
Dr. Jarvik invented the Jarvik 7, the first successfulpermanent artificial heart, but is not a practicing physician.
The letter, dated Jan. 7, requested all records pertainingto the campaign and Pfizer’s relationship with Dr. Jarvik, including financialrecords, contractual arrangements, correspondence and scripts for TV and printads with Jarvik. The committee also requested “any records relating to theveracity of any claims made by Dr. Jarvik” in ads, “including but not limitedto his use of Lipitor” and “all records relating to Dr. Jarvik’s professionalqualifications and why Pfizer chose him as their spokesman for Lipitor.”
From the February 01, 2008 Issue of MM+M - Medical Marketing and Media
