Archive for November, 2005

Celeb drug endorsements getting healthy dose of ink

More news on celebrity endorsements of prescription drugs, this time in an article in Pharmaceutical Marketing:

America’s habit of paying high profile celebrities large sums of cash to extol the virtues of specific products through any and all media channels has in the past landed the drugs industry in hot water. Some have claimed that adverts for Vioxx featuring Olympic athlete Dorothy Hamill, who suffers from arthritis, boosted the number of prescriptions prior to the drug’s withdrawal over heart attack and stroke claims.

Yet, pharma continues to invest in match-making famous faces with brands and disease awareness initiatives. Bristol-Myers Squibb (BMS) has secured cancer survivor and seven-times winner of the Tour de France, Lance Armstrong, as a face for its corporate brand as well as its print advertising campaign.

BMS is careful to note that Armstrong is used in brand advertising and not product advertising, a distinction that may not be meaningful to the FDA.

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November 1, 2005 at 8:00 pm Leave a comment


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