Healthy Skepticism Library item: 16458
Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.
 
Publication type: Electronic Source
Edwards J
"Pfizer Math" Showed Lyrica Superiority Even Though Studies Never Said That, Rep Claims
BNET 2009 Sep 15
http://industry.bnet.com/pharma/10004284/pfizer-math-showed-lyrica-superiority-even-though-studies-never-said-that-rep-claims/
Notes:
Download Farber v. Pfizer here: http://i.bnet.com/blogs/farber.pdf
Full text:
Pfizer used “Pfizer Math” to persuade doctors that Lyrica was superior to two anti-seizure drugs, Neurontin and Keppra, when no comparable studies had been done – and Lyrica was not approved to treat seizures – according to two former pharmaceutical sales reps.
According to the suit (settled as part of the $2.3 billion Bextra deal):
Pfizer representatives were trained to, and did, use what they called internally “Pfizer Math” to intentionally create the false impression that there had been head-to-head comparisons between Keppra and Lyrica showing Lyrica superiority when there were no such studies.
Pfizer denied the allegations:
Pfizer denies all federal, state and qui tam allegations, with two exceptions. We acknowledge certain improper actions related to the past promotion of Bextra and Zyvox. Beyond those two exceptions we deny all federal and state and qui tam claims.
In terms of Neurontin, Farber alleges reps were given two studies, “Dworkin” and “Rowbotham,” to tell doctors about:
85. Sales representatives were trained to use PB271524A in a “Pfizer Math” detail touting superior pain scores with LyricaV to pain scores for gabapcnin using the completely different, non-head-to-hcad Dworkin and Rowbatham studies. They were directed in their details to use the “Global Impression of Change” scores, also called “pain scores,” from these two completely different studies in order to tout Lyrica’s superiority. Not only were the Dworkin and Rowbotham studies not head-to-head, there was no evidence at all to suggest they used identical trial designs or inclusion criteria. As such, according to the Field Guide, “it is not permissible to compare results from two non-comparable trials.” Field Guide at 22.
There are no adequate, controlled, head-to-head studies of Lyrica vs. Neurontin, Farber claims. In 2006, Pfizer withdrew the sales materials in which the two studies were compared, the suit claims.
Lyrica was given a histrionic launch in 2005, according to the suit:
71. Pfizer spared no expense for the Lyrica® launch, staging numerous elaborate presentations. On one stage at the Anaheim meeting there was a mammoth fountain of boiling water where singers sang about the “Power of Pain,” while Bruce Fleischman (APM Vice President) stood over the boiling water, his arms in the air, exhorting “The Power of Pain!!!” Throughout the meeting, speakers touted the comparison of Lyrica® to gabapentin, telling those present that Lyrica® is “so good it can sell itself “.
The suit was brought by David Farber, an Iowa City, Iowa, rep, and Casey Schildhauer of Los Angeles. The law firms representing them were Blank Rome of Washington, D.C., and Robins, Kaplan, Miller & Ciresi of Boston. Farber and Schildhauer both claim they were let go by Pfizer after they complained about the way Lyrica and other drugs were promoted.