Consumer Reports Looks at New Drug Ads

Advertisements for prescription drugs are now everywhere. A recent report from Consumer Reports asks the question, "Should you trust them?" The answer to this question is complex. These ads from the pharmaceutical companies don't lie and they aren't as misleading as other types of advertising, but they need to be looked at with a critical eye. Consumer Reports Best Buy Drugs has done just that. CR Best Buy drugs is a public education project of Consumer Union, an expert, independent, non-profit organization.

In December 2004, Pfizer stopped promoting Celebrex Ð a non-steroidal anti-inflammatory drug (NSAID) Ð when questions arose about its safety. Another NSAID, Vioxx, was pulled from the market when it was linked to an increased risk of heart attack. But Pfizer has recently been marketing Celebrex in an extensive ad campaign. PfizerÕs campaign now goes on the offensive by suggesting that all NSAIDs increase the risk of heart attack or stroke and that Celebrex is no different. This information contradicts studies that have shown that Celebrex, at moderate to high doses, is linked to a higher risk of heart attack when compared to a naproxen (Aleve, Naprosin and others), another popular NSAID. As an aside, Celebrex is five to ten times more expensive than generic naproxen and ibuprofen that also relieve arthritis pain. In February 2007 the American Heart Association declared Celebrex to be the NSAID of last resort for people with heart disease or at risk for heart disease. Since many seniors take NSAIDS long term for osteoarthritis, their risk of heart disease is a serious concern

The same ads claim that Celebrex is easier on the stomach. This fact is complicated because some studies show that Celebrex does have a lower risk of causing mild to moderate abdominal pain. However, the data is ambivalent about Celebrex's risk of more serious problems such as bleeding and ulcers. As an aside, Celebrex is five to ten times more expensive than generic naproxen and ibuprofen that also relieve arthritis pain.

Ambien, a drug for insomnia, has recently become available as a less expensive generic drug. Ambien CR is a "controlled-release" version of Ambien that is still under patient and costs two to four times as much as the generic Ambien. Advertising for Ambien CR states that it is a "two-layer sleep aid." One "layer" helps you get to sleep fast and the other helps you stay asleep. An analysis of dozens of sleep studies by Best Buy Drugs found a couple of studies that supported the claim that Ambien CR did increase sleep duration but only marginally. This report concluded that the evidence is weak that Ambien CR is all that much better than Ambien.

Consumer Reports has issues with the ad strategy for Lunesta, another insomnia drug. The ads for this drug, made by Sepracor, offer seven free Lunesta pills marketed as the "Lunesta 7-night Challenge." The objection to this offer is the implication that taking a sleeping pill every night for seven nights in a row is a sound medical approach. While some people with serious sleeping problems may need this to take the medicine for seven straight days, this is not a good initial treatment according to a Best Buy Drugs report.

Consumer Reports recommends that patients review all questions about prescription drugs with their physicians. Click HERE to read the full report.

Created 6/12/07