Pfizer Pulls Jarvik's Lipitor Ads

WASHINGTON - When "diet and exercise isn't enough," Pfizer still wants consumers to ask their doctor about Lipitor - just not Robert Jarvik.

On Monday, Pfizer took the doctor and inventor of the artificial heart out as pitchman for the world's best-selling medication, after his credentials - in medicine and his own exercise regimen - came under fire.

In the ads, which began their heavy rotation on TV and in print in 2006, Robert Jarvik touts the benefits of Pfizer's cholesterol-lowering drug. As of Monday, Jarvik's photo still appeared on Pfizer's Web site advertising the drug.

But House Democrats said the ads could be misleading to consumers, because Jarvik appeared to be giving medical advice even though he is not licensed to practice medicine. While Jarvik holds a medical degree, he did not complete the certification requirements to practice medicine.

Democratic Reps. John Dingell and Bart Stupak said Monday the company made the right decision.

In January, the lawmakers asked Pfizer to hand over all records of its contract with Jarvik as part of a larger investigation into celebrity endorsements of prescription medicines.

Lipitor ad scrutiny intensified earlier this month when the New York Times reported Pfizer used a stunt double in an ad in which Jarvik appeared to be rowing. The company replaced that ad with one showing Jarvik jogging with his son.

"You add up the medical questions and the rowing questions, and it's a pretty damning indictment," said Bill Trombetta, professor of pharmaceutical marketing at St. Joseph's University. Lipitor posted sales of more than $12 billion last year.

In a statement Monday, Pfizer president of operations Ian Read said "the way in which we presented Dr. Jarvik in these ads has, unfortunately, led to misimpressions and distractions."

Pfizer said it plans to launch a new Lipitor campaign in coming weeks, but did not provide details.

In his response to initial questions about his qualifications, Jarvik issued a statement in mid-January, in which he said he was neither a clinical doctor nor a celebrity, but had the expertise to endorse Lipitor as a treatment against heart disease.