Article: Pfizer Uses Infomercials to Push Prescription Drugs.

The Boston Globe Knight Ridder/Tribune Business News

Mar. 27--Pfizer Inc. is experimenting with a novel advertising concept: pushing prescription drugs through the kind of half-hour infomercials better known for tummy trimmers, wrinkle remedies, and miracle cleaners.

In the infomercial, arthritis sufferers wax poetic about a drug that restored their ability to run, swim, and puppeteer. Though the commercial never mentions the drug by name, viewers are urged to call a toll-free number. When they call, they learn about Pfizer's Celebrex and Bextra pills. Like a growing number of big-name companies, Pfizer is looking for new ways to reach consumers. ...

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