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New Ad Campaign for Chantix Addresses Safety Concerns

Pfizer launched a new print advertising campaign May 29 for smoking-cessation treatment Chantix in five major newspapers that is intended to counter media reports raising concerns about potential side-effects of the drug.

The all-text ad – which ran as an open letter to patients on full pages in The Wall Street Journal, among other newspapers – was headlined, "A message about Chantix (varenicline) from Pfizer…." The ad goes on to state that Pfizer believes "the benefits of Chantix outweigh the risks, and that safety information about Chantix is appropriately reflected in the product's labeling." It was signed by chief medical officer Joseph Feczko.

The move by Pfizer is aimed at easing any concerns among patients about the drug's link to potentially dangerous side effects, such as seizures, heart irregularities, depression and suicidal thinking. (The news of the new ad campaign was first reported by The Wall Street Journal in its May 29 edition.) An independent study released earlier this month found that Chantix was linked to 988 reports of serious side effects in the fourth quarter of 2007 – more than any other prescription drug. Pfizer officials, however, believe that "most, if not all, of the newly reported side effects are in the drug's existing product label," according to the newspaper report.

After the safety report was issued, Sen. Charles Grassley (R-Iowa) sent a letter to the FDA asking for details about the agency's efforts to warn consumers about potential adverse events related to the use of Chantix.

Pfizer launched Chantix consumer promotion with an unbranded campaign in mid-2007 – with a version of the tortoise and hare fairy tale theme – and followed it with a branded ad campaign that included print and TV. (The branded ads were subsequently halted earlier this year once reports of safety issues began to emerge.) According to Nielsen Monitor-Plus, Pfizer spent almost $47 million on "disease education" for smoking cessation in 2007 – the largest educational campaign of the year.

In addition to the print ad campaign, Pfizer plans a media relations and PR effort with news reporters to provide more details about Chantix and any related safety issues.