Dear Health Care Provider:Dear Pfizer,
As you might know, Pfizer launched a new direct-to-consumer advertising campaign, "A LIPITOR Heart to Heart," featuring a real LIPITOR patient and encouraging patients to have a discussion with their health care provider about the importance of treating their high cholesterol. When a sample of consumers were presented with the "Heart to Heart" ad, they connected with the real life experience, found it engaging and credible, and felt motivated to speak with their physicians about their CV risk. We are considering expanding this campaign to feature several other real LIPITOR patients and would like your help in identifying potential candidates. All you have to do is click here and download "What was your wake-up call?", which is a brief instructional letter you can provide to the potential candidate(s) to help them learn how they can share their story with Pfizer.
The first ad in the LIPITOR Heart to Heart campaign featured a real LIPITOR patient, John E., who was diagnosed with high cholesterol in his forties and was not treating his condition with medication. Unfortunately, he had a heart attack last year at age 57, but that event served as a "wake-up call" to take better care of his health. Since that time, John has been treating his cholesterol with LIPITOR, along with diet and exercise.
We are asking for your help in identifying patients like John E. who you think have a story to share that would motivate other at-risk patients to talk to their own doctor about their CV risk. This patient's story could be potentially shared via TV, print, internet, or patient education. To be considered, patients should meet the following criteria:
LIPITOR patient for at least 6 months
At cholesterol goal with LIPITOR monotherapy
If your patient is selected for further consideration, we will follow up with you to obtain copies of their medical records. Your patient will be asked to sign a HIPAA consent form authorizing this release.
If you would like in-office materials to help your patient have a heart to heart with you about their CV risk, please do not hesitate to contact your Pfizer representative.
No doubt you've sent the above letter to lots of other well-meaning doctors. But what you must realize is that I cannot offer you my patient's name since it would completely violate their trust in me regarding divulging aspects of their healthcare to non-interested parties. It is especially troubling that you do not ask the world at large, but rather approach doctors who then risk this ethical compromise. I hope this practice will cease immediately.
Westby G. Fisher, MD
aka, Dr. Wes