This post is part of a series on celebrity spokespeople who ended up doing serious harm to the brands they were hired to promote, or vice versa. See how we rank the 20 top spokesperson fiascos.
Remember the early part of 2008? Britney Spears was nuts. The economy was not in the toilet as much and commercials for Pfizer's (NYSE:PFE) anti-cholesterol drug Lipitor blanketed the nation's broadcast and cable airwaves. Good times.
Those Lipitor commercials -- in case you have forgotten -- featured medical scientist Dr. Robert Jarvik Jarvick speaking about the heart disease that killed his father and urging the public to ask their doctor about the pill. Jarvick, Jarvik, the "inventor" of the artificial heart, looked healthy and vigorous as he rowed on a sunny lake. As the New York Times pointed out, the ad was a pack of lies.Jarvick Jarvik is a medical doctor who is not licensed to practice medicine and who may have exaggerated his role in developing the artificial heart. Plus, he does not even row. Talk about truth in advertising. After members of Congress balked, Pfizer pulled the campaign that reportedly cost it $256 million. Pfizer is going to have to figure another way to bolster sales of Lipitor before it comes off patent in 2010. Maybe James "Tony Soprano" Gandolfini can be persuaded to urge people to "whack" their cholesterol. Just a suggestion.
The sad thing is that Jarvik Jarvick is not the sleaziest pitchman in the drug industry. Those would be the celebrities who go on TV to "raise awareness" about a disease. Drug companies often pay them too. It's hardly surprising the U.S. is the only country to allow drug companies to sell directly to consumers. Whatever benefits these ads create are outweighed by the problems they cause.
For people who have successfully scrubbed these annoying ads from their memories, a quick reminder: they are the ones that featured Dr. Robert Jarvick, "inventor" of the artificial heart. They showed him rowing down a lake looking healthy and vigorous. As the New York Times notes, Jarvick is a medical doctor not licensed to practice medicine, may have overstated his role in developing the artificial heart and does not even row. Pfizer, which is looking to head off competition from generic rivals, pulled the Jarvick ad campaign which cost it about $258 million, according to the Times.
The sad part is that Jarvick is not even the sleaziest celebrity spokesman for the pharmaceutical companies. That honor goes to the celebrities who show up on talk shows to "raise awareness" about a disease when it actual fact they are gettting paid handsomely by the drug companies under the table. The U.S. is one of the few countries that allows direct shillling of drugs to consumers. Aside from the occasional chuckle from singing, "Viva VIagra" the harm these ads cause far outweighs their good.
Pfizer is going to need to find away to continue to sell Lipitor when its patent expires in 2010. I see another celebrity endorsement in the works.
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Reader Comments (Page 1 of 2)
7-17-2008 @ 3:00PM
rjolly21 said...
Just because he dosn't practice he's still a doctor your still a doctor
7-17-2008 @ 3:38PM
MAUREEN RN said...
SOME OF THE GREATEST MINDS IN MEDICINE HAVE NOT BEEN DOCTORS..LIST,PASTUERE TO NAME BUT A FEW...WERE IT NOT FOR THESE MEN MODERN MEDICNE WITH STERILE PROCEDURES AND THE INVENTION OF VACCINES WOULD NOT EXCIST ....TO NAME BUT A FEW THINGS MEN AND WOMAN WITHOUT MEDICAL DEGREES HAVE DONE FOR SCIENCE....
7-17-2008 @ 3:47PM
quite strange said...
The time on this post can't be right. It says "July 20th" but as I type this, it is only July 18th (Asia).
7-17-2008 @ 3:49PM
DEE S. said...
What's the big deal? Everyone identifies the artificial heart with "Dr." Jarvick and he is, in fact, a DOCTOR, whether he is currently licensed to practice or not. I saw the Jarvick commercials and thought they were well done. I think Pfizer overreacted and "buckled under" to the media. $258 million dollars is a hefty price tag. I'd tell the "media" to butt out and let the consumers decide. I, for one, have absolutely no problem with "Dr" Jarvick endorsing the product. Come on Pfizer, show some guts!
7-17-2008 @ 3:55PM
C said...
Yes, lots good things have come into being in the world of medicine by those who didn't hold MDs. But this article is NOT about those people. The bottom line of this article is that the drug companies will use ALL the tools in their toolbox (sometimes the 'tools' are not quite 'ethical') to sell their product. And often times long before there's enough research to back up their claims, these drugs are marketed. Its really about marketing...just like any other product out there. You gotta do your homework about pharmaceuticals and medical procedures. If something's on the market in a rather short amount of time, maybe the 'guinea pig' phase isn't over yet. Know what I mean? Be your own best guardian.
7-17-2008 @ 4:54PM
R. W. Faust said...
The whole point is that the drug companies have hi-jacked the medical profession. All the new information doctors get comes from the drug companies. The drugging of America started many years ago. Drug companies are NOT your buddies. And doctors are not gods. Cut off the TV and do your own research and for your own sake THINK.
7-17-2008 @ 5:04PM
chatrchat said...
The inventor of the artificial heart was Paul Winchell, the Ventriloquist with "Jerry Mahoney" and "Knucklehead Smiff". He was also the voice of "Tigger" as well as many other cartoon characters. Go to www.paulwinchell.com/artificialheart.htm for the real story. Dr. Jarvick was a non-licensed M.D. and also has his PhD. in bio-engineering, hence, he modified Paul Winchell's patented artificial heart to make it "human sized" rather than the much larger original. Read the story, then decide if the drug company "twisted" the facts. I don't do Pfizer for anything because they can't be trusted and no wonder prescription drug prices are so high for the consumer. All the "perks" that Doctors and clinics receive from drug companies sales personnel are another rediculous reason.
7-17-2008 @ 6:34PM
Davo said...
Injustice! His father was my family doctor when I was growing up...a truely kind person and professional who always had the best interests of his patients in mind. I believe that Robert is a "Chip off the block" who also had good intentions for the public by promoting medicine that he believed in like his dad! This is only a disgrace to the company who has disgraced Robert and this wonderful family in my opinion.
7-17-2008 @ 5:56PM
johntasha said...
If he didn't invent it, why then is it named the "Jarvick Heart". He may not have made much cash from the original invention, but why blame him for trying to cash in on it any way he could later on?
7-17-2008 @ 6:00PM
johntasha said...
If he didn't invent it, why then is it named the "Jarvick Heart". He may not have made much cash from the original invention, but why blame him for trying to cash in on it any way he could later on?
7-18-2008 @ 9:17AM
Linda Cimino said...
He didn't invent the artifical heart either. Do your home work, it was Paul Wintchell who invented it but gave the patent to the University of Utah for the greater good. They quickly kicked him to the curb and thus kravik got credit for it. Google "Paul Wintchell" (who is also the voice of "tigger" in winnie the pooh.
7-18-2008 @ 8:07AM
Sarah said...
I have met "dr" Jarvick. He is a total jerk. No one ever wants to work with him because he is a disgrace to medicine. He did 10% of work to create the artificial heart and and he took 100% credit.
7-21-2008 @ 10:42PM
bta3d said...
Disgrace? What disgrace? AOL even puts "doctor" in quotes although apparently Dr. Jarvik has earned both an MD and a PhD, so he's a doctor two times over whatever he says or does.
AOL owes this man an apology and perhaps, if he wishes to make an issue of it, Dr. Jarvik could and should successfully sue them for libel.
With respect to the medical credential, an MD degree and a license to practice are two totally separate things. What's more there is no need to be a board certified cardiologist to do successful research on heart-related issues.
Patents are also issued for major improvements to existing inventions. Making a device small enough to be usable for its intended human application seems to be a pretty significant improvement on the general concept invented by another. Hardly fraud.
Who cares whether he rows or not? Actors have stand-ins all the time, and nobody bats an eye.
The disgrace here is AOL libeling the man, and Pfizer showing no moral gumption to defend him.
7-18-2008 @ 2:15PM
Songbird said...
How can we get the networks to quit advertising these drugs which make pharmaceutical companies even richer? Shouldn't your personal physician be the one to make recommendations on what you should take?
7-19-2008 @ 11:52AM
Tex said...
How many "lawyers" with law degrees who never took let alone passed the bar are presented as such? Once one attains an advanced degree, there are many ways to go besides professional practice (along with its malpractice fees) and for someone who goes into research maintaining this illusion (including years Continuing Education Credits) is an expensive, time-consuming, and sometimes plain irrelevant set of activities. Dr. Jarvik is doubtless not the first person put in a pleasing environment (rowing)--perhaps he even took it up? There's always a way to sling mud at someone. Those Viva Viagra ads may be the only window many people ever have into a recording session, too! Be real? Who is real? As Dr. Greg House says, "Everyone lies." That's honesty!
7-19-2008 @ 12:24PM
Robert Ford said...
There are plenty of real notorious frauds out there.
Why pick on someone like Jarvik when in fact he is a doctor whether licensed or not? (Not to mention that Lipitor is fantastic drug that many people owe there extention of life to)
7-19-2008 @ 2:26PM
agdathome said...
Drug companys should be shut off on all advertising. I can't believe Congress can't stop the drug companys.....OH I forgot, It's all that special interest money congress gets from the drug companys.
7-20-2008 @ 11:25AM
Michael said...
I can see where people are thinking this is misleading. You hear the work 'doctor' and think that they practice medicine. There is nothing wrong with calling him a Doctor, he earned that title though many years of schooling. As for the invention claim. I believe the commercial credited him as "the inventor of the Jarvik Artificial Heart", not all artificial hearts, or even the first artificial heart, so I'm pretty sure its an accurate claim.
7-22-2008 @ 10:15PM
PetRock235 said...
The article would have more credibility if they spelled the name Jarvik correctly.
7-22-2008 @ 10:22PM
jonathan berr said...
PetRock. Of course, you are right. Thanks for pointing out. I have fixed.