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Pfizer Tells Doctors To Consider COX-2 Alternatives; DTC Ads Are Halted

Executive Summary

Pfizer is revising Celebrex and Bextra professional promotions at FDA's request to include suggestions that physicians consider alternative therapies on an individual patient basis

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Celebrex returns to the tube

Pfizer resumes direct-to-consumer advertising of its COX-2 inhibitor Celebrex (celecoxib) for the first time since the company agreed to suspend DTC ads for Celebrex following the release of a study showing an increase in cardiovascular risk (1"The Pink Sheet" Jan. 3, 2005, p. 19). The new ad emphasizes Celebrex's CV risk as similar to that associated with NSAIDs ibuprofen and naproxen. "If you look closer, FDA requires all these NSAID pain relievers, including Celebrex, to have the same cardiovascular warning. Any prescription NSAID, including Celebrex, may increase the risk of heart attack or stroke," the commercial states...

Celebrex returns to the tube

Pfizer resumes direct-to-consumer advertising of its COX-2 inhibitor Celebrex (celecoxib) for the first time since the company agreed to suspend DTC ads for Celebrex following the release of a study showing an increase in cardiovascular risk (1"The Pink Sheet" Jan. 3, 2005, p. 19). The new ad emphasizes Celebrex's CV risk as similar to that associated with NSAIDs ibuprofen and naproxen. "If you look closer, FDA requires all these NSAID pain relievers, including Celebrex, to have the same cardiovascular warning. Any prescription NSAID, including Celebrex, may increase the risk of heart attack or stroke," the commercial states...

Revised Medicaid Rx Payments May Not Equal Pharmacy Costs, GAO Finds

The lowest possible cost at which retail pharmacies can obtain many generic drugs may be higher than the level of federal Medicaid reimbursement planned under the Deficit Reduction Act, a Government Accountability Office analysis of 2006 data says

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