Merck admits aggressive marketing of Vioxx
There have been reports since the recall of Vioxx that Merck not only marketed the drug very aggressively and fought Coke-Pepsi style battles with competitor Pfizer, but this is the first time a Merck executive has actually confirmed the aggressive strategy. It is often argued that Merck tried to sell Vioxx to patients who were least likely to benefit from it.
Kristen Hays of AP reports that when Mark Lanier, the attorney for Carol Ernst, asked David Anstice if Merck really pushed hard to make Vioxx a blockbuster drug, Anstice replied, “We believed Vioxx would be a winner in this market, yes.” Attorneys are accusing Merck of attacking any Vioxx critics and trying to buy the support of other doctors who were skeptical. Anstice disagreed with Lanier that Merck bought doctors and scientists but it is well known in the industry that doctors are showered with gifts by the pharmaceutical industry and researchers rely on grants and funding to carry out their research work.
As the trial continues in Texas, Merck admitted that the FDA warned it for its aggressive and misleading advertising like Pfizer was warned about Celebrex ads. In typical bureaucratic fashion, the FDA sent a letter and Merck made some minor changes to its strategy and that it where it ended.
Vioxx was recalled by Merck last year after 140,000 Americans were injured and of which as many as 50,000 died after taking the drug. Merck is likely to face over 100,000 lawsuits and this is the first ever case that has gone to trial.
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