In particular, the assignment will see the agency attempt to increase awareness of key prescription product Celebrex, which is seeing increasing competition from over-the-counter (OTC) drugs after Merck's Vioxx was withdrawn in 2004. Celebrex and Vioxx are of the same drug class; it is believed that the fallout from Vioxx's withdrawal — for reported cardiovascular side-effects — has had a negative impact on Celebrex perception.
"For patients, any kind of negative coverage that comes out of Vioxx sees Celebrex lumped in with (it)," said Weber Shandwick Asia-Pacific healthcare MD Jill Mortensen. "Pfizer's realised it's a public perception that's causing a big challenge."
While Mortensen would not comment on specific campaign details, key audiences will include patients and the general public. "It's to increase understanding of the realistic risk-benefit profile of this class, which is actually on par with most pain medication."
The assignment also includes a new Pfizer treatment, Lyrica, which treats nerve pain. The challenge there, says Mortensen, is ensuring that doctors and patients are using the same symptom descriptions. "It's to clarify language, so that both sides immediately think it's nerve pain."
According to Pfizer, Celebrex reported worldwide sales of US$471 million in the second quarter of 2006, representing growth of 17 per cent over the same period last year.
