1. In Vivo

Pfizer’s Paxlovid And The Murky World Of Rx Drug Communication

 
• By Sarah Karlin-Smith

Pfizer social media announcement that it’s seeking full approval for the oral COVID antiviral raise questions about where the line is on promotion versus other communications, FDA’s ability to regulate pharma on social media, and the unique considerations of promotion under EUAs.

paxlovid under eua
Pfizer created a video to announce Paxlovid’s NDA submission on 30 June • Source: Shutterstock

Pfizer Inc. announced its submission of a new drug application for its COVID-19 antiviral Paxlovid (nirmatrelvir and ritonavir) 30 June with not just the typical company press release, but also with a silent 30-second video posted on Twitter and Facebook that describes its oral treatment as an “important option,” for individuals at risk of progressing to severe COVID-19 illness.

The video raises questions about how companies can communicate about an unapproved product and the unique circumstances of promotion under...

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