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Bextra Pushed On Patients Thanks to Pfizer Marketing

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At a glance:

With sales in 2004 topping 1.3 billion dollars, Pfizer may have been more hesitant to remove a medication like this from the shelves. Thanks to an aggressive marketing campaign, sales almost doubled from 2003 to 2005, creeping up from 395 million dollars to the 1.3 billion figure.
 
Initially prescribed for pain, Pfizer told doctors to prescribe Bextra for any level of problems from heel pain to backaches. The main intention of Bextra was to serve as an alternative to other medications which are harsh on the stomach. Yet, in late 2005, Pfizer changed its label to reflect a new side effect of, "vomit that looks like coffee grounds". So much for gentle on the stomach...

Bextra - What Did Pfizer Know? - Everything

SierraTimes.com - 3/14/2006 4:23 AM

Critics say millions of people were needlessly exposed to the risks of Bextra due to intense off-label promotion and advertising that boosted the painkiller to a position near the top of the list of the most widely prescribed drugs in US history.
 
Although a drug can only be marketed for specific indications approved by the FDA, doctors are allowed to prescribe a drug for any use regardless of whether its approved for a diagnosis and Pfizer spent a fortune on convincing physicians to prescribe Bextra for unapproved uses.
 
In 2003, the number of prescriptions written for Bextra totaled 10.4 million. In the same year, the cost of promotions aimed at prescribing doctors reached $395.6 million, according to IMS Health, a pharmaceutical information and con
 
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