Pfizer to pull controversial Lipitor ads

NEW YORK Pfizer announced yesterday that it would cease running advertisements for its number selling drug Lipitor featuring Dr. Robert Jarvik, who invented an artificial heart, according to published reports.

This comes as a result of Democratic leaders of the Committee on Energy and Commerce sending a letter to Pfizer last month questioning Jarvik’s qualifications, because he isn’t a practicing physician. The committee sought records from Pfizer related to the ads, including the amount Jarvik received as compensation for performing in the ads that have run on television for the last two years.

Pfizer said in a press release that it would withdraw the ads featuring Jarvik, saying “the way in which we presented Dr. Jarvik in these ads has, unfortunately, led to misimpressions and distractions” from the goal of encouraging doctor-patient dialogue about heart disease. “We regret this,” the company said.

Pfizer has begun removing the ads and plans on launching a new ad campaign for its cholesterol drug in a few weeks.

Pfizer will continue to cooperate with the U.S. House committee investigating the Lipitor ads, Pfizer spokesman Ray Kerins said.

Lipitor had sales of about $12.7 billion in revenues in 2007.