Jarviked

Stephanie Saul, of the New York Times, explains why Pfizer is being questioned by U.S. lawmakers for its use of Dr. Jarvik, self-proclaimed "inventor of the human heart," as a spokesperson for the world's best-selling drug, Lipitor (2007 worldwide sales of $12.7 billion).

"Pfizer has spent more than $258 million advertising Lipitor since January 2006, most of it on the Jarvik campaign, as the company sought to protect Lipitor, the world’s best-selling drug, from competition by cheaper generics."

In mid-2006, when the ads for Lipitor featuring Dr. Jarvik began appearing, Katie Watson, medical ethicist and commentator for NPR, said that the timing of the ad -- and Dr. Jarvik's endorsement -- are both significant. According to Watson, it was the first time that a doctor has been paid to endorse a prescription drug in an ad.

Now, a congressional committee is listening to ex-colleagues of Dr. Jarvik, many of whom assert that it is Dr. Jarvik's mentors at the University of Utah who rightly deserve credit for inventing the human heart, not Dr. Jarvik. Lawmakers are also addressing complaints that since Dr. Jarvik is not a cardiologist and is not licensed to practice medicine, he is not qualified to recommend Lipitor, a heart disease drug.

It's worth noting one concept from the science of persuasion. Credibility comes from only 2 sources: Expertise and Trustworthiness. The use of an expert spokesperson to bolster your case depends just as much on the former as it does the latter.

With ex-colleagues and congressional investigators now calling Pfizer's use of Jarvik into question, Ian Read, Pfizer’s president of worldwide pharmaceutical operations, has announced that:

“We regret this. Going forward, we commit to ensuring there is greater clarity in our advertising regarding the presentation of spokespeople.”

Full article here.