Revisiting Pfizer’s DTCA of Lipitor Using Dr. Jarvik as a Spokesperson: Analyses under the Teleological and Deontological Theories of Ethics

Abstract This study analyzes the ethical dimensions of the Direct-to-Consumer Advertising (DTCA) of prescription drugs. It focuses specifically on Pfizer’s DTCA of Lipitor, a cholesterol-lowering prescription drug that featured Dr. Robert Jarvik, the inventor of the Jarvik-7 artificial heart, as a spokesperson. Analyzing the ad in a qualitative study using the teleological and deontological theories of ethics, the study found that different conclusions could be reached on the morality of the ad. However, because the public’s perception of morality of an ad is important and determines how people react to the ad, as evidenced in Dr. Jarvik’s case, we recommend that focus group studies be conducted to gauge the public’s perception before a DTCA of prescription drug campaign is launched.