Pharmaceutical Executive-02-13-2008

Pfizer's consumer ads for Lipitor are causing a stir on the blogs and in Congress. Did the company cross the line by using a famous (but unlicensed) doctor to market a drug, or is this a case of a mistaken identity?

Focused on brand integration, Area 23 launched last week with a handful of major pharma companies and a ton of ideas. The key goal--create better campaigns through stronger branding.

More and more consumers are surfing the Web for information about prescription drugs, but many bypass brand.com sites, a new report says.