Pfizer has not disclosed how much it's spending on the Exubera
campaign, but it's likely in the tens of millions of dollars. The ads are already ubiquitous on TV, in magazines, and on Web sites, such as dLife.com.
Early buzz is less than glowing. One online blogger observes that the ad doesn't adequately depict how large the device looks when a patient is actually using it. Folded out, it's about the size of a can of tennis balls, so some people might be embarrassed to use it in public. And the ad doesn't play up what was supposed to be Exubera's biggest selling point: its needle-free delivery.
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