The Marketing and Dangers of Pfizer's Lipitor; A Four Part Series
Written by Cisco
Saturday, 23 February 2008
UPDATE: ON FEBRUARY 25TH, PFIZER ANNOUNCED THAT THEY HAVE CANCELLED THEIR LIPITOR AD CAMPAIGN FEATURING ROBERT JARVIK. WHILE WE APPRECIATE THEIR PROMPT RESPONSE TO OUR EXPOSE', WE WILL BE INTERESTED TO SEE WHETHER PFIZER WILL ATTEMPT FURTHER DECEPTION IN THE FUTURE LIPITOR AD CAMPAIGN ON WHICH THEY ARE ALREADY WORKING.
THE MARKETING AND DANGERS OF PFIZER'S LIPITOR; A FOUR PART SERIES
PART ONE: ROBERT JARVIK, PFIZER'S PIMP WITH A PUMP
Varjik had spent several weeks evaluating the neighborhood prior to renting this small office. There was a time when this particular neighborhood would have been called “blue-collar” or “working-class.” Now people tended to refer to the neighborhood as “old” and “worn out.” Bob knew that he had found the right place when he saw the marquee on the local VFW advertising a “Viet Nam Vets Night.” The fifty and sixty year old men that fought that war and their wives were his target demographic.
He was able to rent a store-front office in the area for just $600 per month. He spent just a few thousand dollars more to renovate the office so that it appeared to be that of a physician. There was a patient waiting area, a receptionist's desk, and three examination rooms. Then he added the finishing touches: lots of very old magazines in the waiting area and fancy diplomas and certificates framed and hanging on the walls. He hired a receptionist, and was very fortunate to find a Registered Nurse who was willing to work for $25 per hour. He purchased several new, crisp, white lab coats to wear while he was examining and counseling his “patients.”
He had a sign made for the front window which read “Free Health Screenings. No Appointment Necessary.” He fired up his LaserJet printer and printed handbills announcing the opening of the new free clinic and he paid a couple of high school kids to wander through the neighborhood and place the handbills on windshields and screen doors. In a matter of just a few days, there was a steady stream of patients walking through the front door.
I enjoy eating spicy foods. I like curry, hot mustard, Tabasco sauce, habañero sauce, and wasabi. I am fond of eating fresh, whole, jalapeño peppers, much as one might eat an apple. It is seldom that a day goes by in which I do not consume at least one spicy food. Yet my medicine cabinet is surprisingly void of Zantac, Prilosec, Pepcid, Tums, Rolaids, Maalox, etc. I must admit to having one small, unopened, year-old bottle of Mylanta in the refrigerator as an emergency back-up in case my heartburn should return. In spite of my addiction to spicy foods, I live a heartburn and acid-indigestion free life.
There was a time in my life when I purchased Tums EX and Rolaids in the bulk packs or family-sized bottles. I was always certain to have an ample stock of antacid pills in my car, in my desk at work, in my briefcase, and on the nightstand by my bed. I popped Zantac and Pepcid whenever I was able to buy them at reduced prices, and I went through the Prilosec fourteen-day program several times. I was suffering from GERD: gastro-esophageal reflux disease, or acid reflux disease.
