DRUG COMPANY VIES FOR MEDIA SPOTLIGHT

September 24, 2003

While the Food and Drug Administration is hearing testimonies on

direct-to-consumer (DTC) advertising of prescription drugs, one

pharmaceutical giant is hoping to gets its spin on drug market in

the news. The FDA is reviewing DTC guidelines that cover the $2.7

billion that the pharmaceutical industry now spends annually on

television, radio and print advertising. Since 1997, drug companies

have been able to pitch their products directly to the public,

raising concerns about patients demanding drugs they don't need or

that are inappropriate. Taking advantages of the news hook, " Pfizer

has quietly launched a proactive media-relations initiative to

highlight what the company feels are the positive aspects of DTC, "

PR Week reports. Pfizer has sent out approximately 75 binders

containing studies and " surveys from Harvard and MIT, the FDA, and

the National Medical Association, as well as some 'myth versus fact

sheets' " to media outlets. " It's your classic PR tactic, " said

Michal Fishman, director of US pharmaceuticals PR for Pfizer. " This

is us saying, 'Hi, we're out here. Use us to get the whole story.' "

SOURCE: PR Week, September 22, 2003

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