Such a finding would steer attention away from the host of negative side effects that Chantix is known to have. Moodiness, erratic or unpredictable behavior, depression, blackouts, memory loss, confusion, and suicidal thoughts and actions are some of the psychiatric side effects reported by many Chantix users. Non-psychiatric reactions such as sleeplessness and nausea are just as prevalent.

Soon after news of Chantix’s dark side emerged, the drug seemed to enter a tailspin. Pfizer yanked its commercials from the airwaves, numbers from the Institute of Safe Medicine Practices and the FDA revealed it to be one of the most dangerous drugs on the market, and sales and revenues plummeted.

Now that sales have steadied, the time is right for Pfizer to give its lackluster blockbuster a boost. According to CNN, “a study that demonstrates Chantix helps prevent heart attacks could mitigate the safety issues and revive sales, though there is the risk that a negative result would further damage sales.”

According to the CNN report, the study would examine whether Chantix reduces “the risk of subsequent heart attacks in smokers who have already had one.”

However, people who stop smoking, whether they use Chantix or some other smoking-cessation aid, will have already reduced their risk of heart attack simply by quitting smoking, so such studies would seem redundant.

But there you have it. If suicidal tendencies were considered a positive benefit of Chantix, you can bet Pfizer would be spending millions on finding more about that link.

According to the CNN report, Pfizer will decide whether to fund such a study by the end of the year.

SOURCE: Chantix Recall › Pfizer might fund study of Chantix and reduced risk of heart attack

Promoting the embattled and controversial drug will now be the responsibility of mcgarrybowen, which is a subsidiary of the Japanese ad giant Dentsu. Pfizer had been using McCann HumanCare to promote Chantix since 2007. Since that time, the drug has been linked to depression, suicide ideation, moodiness, erratic or unpredictable behavior, and a spectrum of other potentially deadly psychological and physical side effects.

Pfizer, who normally outspends its competition promoting its products, reportedly spent more than $60 million on advertising for Chantix last year. The massive sum, however, apparently was still not enough to turn the tide. The number of Chantix prescriptions tapered off in North America ever since the drug earned top spot on the list of America’s most dangerous drugs. In the final quarter of 2008 they began to drop.

Chantix may be falling short of blockbuster expectations, but for now its appeal is situated in an odd place — a place between knowing that it could kill you and knowing that smoking will almost certainly kill you. For many people, it may just be the lesser of two evils.

Will mcgarrybowen capitalize on that premise (take the honest approach) or just ignore that Chantix is the most dangerous FDA-approved drug in the country right now? It’s anyone’s guess what will replace the old tortoise and the hare.

“The needs of the Chantix brand continue to evolve,” a Pfizer representative said in a report published by Adweek.”Mcgarrybowen presented us with very innovative ideas that we feel best meet the needs of this brand at this time.”

SOURCE: Chantix Recall › Chantix sales fall, Pfizer fires ad agency