Pfizer's Exuberant Ad Rollout
When Pfizer (PFE) introduced Exubera, the first ever inhalable insulin product for people with diabetes, the New York-based drug giant estimated it would be a $2 billion-a-year blockbuster. On July 18, a full year after launching Exubera, Pfizer disclosed the product's quarterly sales for the first time: An anemic $4 million. Now the company has debuted a massive ad campaign that some on Wall Street are calling a Hail Mary pass to jump-start Exubera sales.
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