WASHINGTON - When "diet and exercise isn't enough," Pfizer still wants consumers to ask their doctor about Lipitor - just not Dr. Robert Jarvik.
Yesterday, Pfizer dropped the doctor and inventor of the artificial heart as pitchman for the world's best-selling medication, after his credentials - in medicine and in his own exercise regimen - came under fire.
In the ads, which began their heavy rotation on TV and in print in 2006, Jarvik touts the benefits of Pfizer's cholesterol-lowering drug. As of yesterday, Jarvik's photo still appeared on Pfizer's website 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 Representatives John Dingell and Bart Stupak said yesterday the company made the right decision.
"When consumers see and hear a doctor endorsing a medication, they expect the doctor is a credible individual with requisite knowledge of the drug," Stupak said.
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 that 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, a professor of pharmaceutical marketing at St. Joseph's University. "It made sense for them to cut their losses and move on."
Lipitor posted sales of more than $12 billion last year.
In a statement yesterday, 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."
Read said the company will provide "greater clarity in our advertising regarding the presentation of spokespeople."
Pfizer said it plans to launch a new Lipitor campaign in coming weeks, but did not provide details.
Shares of Pfizer Inc. fell 10 cents $22.68 in after-hours trading, following an earlier close at $22.78.
