Pfizer is forging ahead with plans to introduce a direct-to-consumer platform for online sales of some of its medications, including Paxlovid and a migraine nasal spray.
The Defender reports that this initiative marks the latest maneuver by major pharmaceutical companies to circumvent conventional routes of distribution through primary care physicians and brick-and-mortar pharmacies.
Pfizer is set to roll out its platform before the year’s end.
Its website will enable patients in the U.S. to consult independent telehealth professionals for prescriptions, with an online pharmacy partner handling the fulfillment and shipping of orders, per the Financial Times.
The outlet reports that Pfizer’s site inventory will feature Paxlovid, Lucira (a COVID-19 and flu test), as well as the recently approved nasal spray Zavzpret, alongside other migraine treatments.
Pfizer initiated a collaboration last year with Ada Health, a company specializing in digital health symptom-checking, to provide a platform allowing users to self-diagnose symptoms using Ada’s AI app.
Ada developed a self-assessment tool with Pfizer’s financial backing to identify individuals at high risk of severe COVID-19, connecting them with healthcare providers within two hours and facilitating same-day prescription pickups at local pharmacies.
Pfizer emphasized to the Times that while previous initiatives referred users to third-party sites for providers and pharmacies, the new platform aims to integrate these services seamlessly.
Direct-to-consumer platforms have prompted concerns from the American College of Physicians with its president, Dr. Omar T. Atiq, expressing apprehensions about websites enabling patients to order prescription medications directly from drugmakers.
Atiq stressed the importance of maintaining an established and valid physician relationship for responsible telemedicine practices. He cautioned that while efforts to improve access to care are commendable, they should not undermine the established benefits of the patient-physician relationship.
The majority of physicians also express concerns regarding the imbalance and lack of comprehensive information provided by Pharma’s consumer advertising, per the Times.
Dr. Matthew F. Hollon highlights how such marketing tactics often prompt patients to pursue unnecessary treatments, particularly for chronic conditions.
Hollon asserts that the primary motivation behind Big Pharma’s advertising endeavors lies in profit rather than patient welfare.
The Times notes that direct-to-consumer platforms like Pfizer’s have strategically timed their marketing launches to coincide with FDA approvals of new drugs.
Pfizer’s foray into direct-to-consumer marketing saw notable instances, including its efforts with the statin Lipitor, which faced patent expiration in 2011.
The company deployed discounts and incentives to maintain competitiveness in the market post-patent, alongside a substantial advertising campaign featuring Dr. Robert Jarvik.
Pfizer’s advertising tactics with Lipitor stirred controversy, however, with allegations of false and misleading claims.
The use of Jarvik, inaccurately portrayed as a practicing cardiologist, led to a congressional investigation and the subsequent termination of the campaign.
This scandal followed Pfizer’s earlier suspension of advertising for Celebrex, an anti-inflammatory drug linked to serious cardiovascular risks.
The promotion of Celebrex, despite spending millions on advertising, contributed to its inappropriate use, resulting in numerous adverse events
The New York Times reported that Pfizer later resumed its marketing efforts for Celebrex, albeit with additional warnings accompanying the advertisements.
The company’s CEO Albert Bourla has been a vocal advocate for direct-to-consumer advertising, arguing its educational significance in a recent U.S. Senate hearing.
The post Pfizer To Bypass Doctors, Pharmacies By Selling Drugs Online Directly To Consumers: Report appeared first on Resist the Mainstream.
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Author: Jordyn M.
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