The National Cancer Institute Study As a result of the Vioxx withdrawal, the researchers conducting the cancer study for the NCI began a review of the patient trials in October. After 6 weeks of investigation the researchers had identified six patients with cardiac events in the placebo group, 15 in the 400 milligram group, and 20 in the 800 milligram group. The researchers presented their findings to a safety review panel of cardiologists on December 10, 2004. After reviewing the data, the panel was concerned. The NCI then informed the FDA, NIH, and Pfizer. The NIH notified the researchers conducting the other studies. The panel recommended that the NCI study be halted, and researchers did so. Pfizer learned of the results on Thursday, December 16, in a call from the NCI, and Pfizer CEO Henry McKinnell was called at his home at 7:00 p.m. that evening. McKinnell immediately arranged a conference call with Pfizer’s regulatory team for 8:00 p.m.49 After the Vioxx withdrawal Pfizer had continued to market Celebrex to consumers and doctors. McKinnell had to decide what to do with Celebrex and how to present its decision to the FDA and the public. McKinnell and Pfizer had some experience with such issues. Shortly after Viagra was marketed, patients taking both it and angina medications reported cardiac events, including heart attacks. Trial lawyers had scheduled a meeting for March 17 and 18, 2005, to plan their strategy for Vioxx, and Celebrex would certainly be added to their agenda. ■ Preparation Questions 1. Should Pfizer stop its direct-to-consumer advertising of Celebrex? 2. Should Pfizer stop its marketing of Celebrex to doctors? 3. Should Pfizer withdraw Celebrex from the market? 4. What should Pfizer be prepared to do when it informs the FDA of its decision? 5. How should Pfizer present its decision to patients, doctors, and the public?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

The National Cancer Institute Study As a result of the Vioxx withdrawal, the researchers conducting the cancer study for the NCI began a review of the patient trials in October. After 6 weeks of investigation the researchers had identified six patients with cardiac events in the placebo group, 15 in the 400 milligram group, and 20 in the 800 milligram group. The researchers presented their findings to a safety review panel of cardiologists on December 10, 2004. After reviewing the data, the panel was concerned. The NCI then informed the FDA, NIH, and Pfizer. The NIH notified the researchers conducting the other studies. The panel recommended that the NCI study be halted, and researchers did so. Pfizer learned of the results on Thursday, December 16, in a call from the NCI, and Pfizer CEO Henry McKinnell was called at his home at 7:00 p.m. that evening. McKinnell immediately arranged a conference call with Pfizer’s regulatory team for 8:00 p.m.49 After the Vioxx withdrawal Pfizer had continued to market Celebrex to consumers and doctors. McKinnell had to decide what to do with Celebrex and how to present its decision to the FDA and the public. McKinnell and Pfizer had some experience with such issues. Shortly after Viagra was marketed, patients taking both it and angina medications reported cardiac events, including heart attacks. Trial lawyers had scheduled a meeting for March 17 and 18, 2005, to plan their strategy for Vioxx, and Celebrex would certainly be added to their agenda.

■ Preparation Questions

1. Should Pfizer stop its direct-to-consumer advertising of Celebrex?

2. Should Pfizer stop its marketing of Celebrex to doctors?

3. Should Pfizer withdraw Celebrex from the market?

4. What should Pfizer be prepared to do when it informs the FDA of its decision?

5. How should Pfizer present its decision to patients, doctors, and the public?

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