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Drugmakers Increasingly Using Patient Testimonials To Appeal To Consumers.

By Jeremy Cockerill | March 2, 2010

The Wall Street Journal (2/25, Rockoff) reports that drugmakers are increasingly trying to capitalize on trends in peer influence in drug marketing by using more patient testimonials in ads. In fact, Pfizer Inc. began running print and TV ads for its smoking-cessation drug Chantix [varenicline] that featured patient stories after focus groups showed the testimonials tested well. Jim Sage, a Pfizer marketing official, noted, “The role of the peer is important because it really provides a positive example” to help people quit smoking.