Pfizer's New Game Plan to Promote Celebrex

Shortly after Merck's Vioxx was pulled from the consumer market in this country, rival Pifzer announced a bold, but ultimately failed, move to bolster Celebrex's marketshare: A study to determine if the COX-2 inhibitor could prevent heart attacks. Two months later, high doses of Celebrex were found to cause the same problem as Vioxx -- An increased risk of heart attacks for patients taking high doses. On the heels of last week's FDA meeting that argued the merits of COX-2 inhibitors...

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