Following the negative publicity surrounding Chantix lately, its manufacturer Pfizer Inc. is planning an advertising and public relations campaign in order to save their drug.

Chantix has been under fire even since its approval in 2006 due to its serious side effects such as depression, suicidal thoughts, aggression, or possible psychosis.
 
Last week, a report by the Institute for Safe Medication Practices, a non-profit watchdog group based in Horsham, Pa. warned against “use of Chantix among persons operating aircrafts, trains, buses and other vehicles, or in other settings where a lapse in alertness or motor control could lead to massive, serious injury.”
 

Besides the already known side effects, the report found Chantix responsible for potentially lethal heart rhythm disturbances, heart attack, seizures and diabetes in its users.

These findings prompted the Federal Aviation Administration and the Federal Motor Carrier Safety Administration to ban Chantix’ use by their pilots, air controllers and truckers.

Pfizer issued a statement last week defending their drug by saying its label already contains safety warnings about driving or operating machinery. “There are few things that provide greater health benefits than quitting smoking. When considering the use of Chantix for their patients, health care providers should discuss the risks of smoking, the health benefits of quitting smoking, and the product’s efficacy and safety profile,” Francisco Gebauer, a Pfizer representative wrote in the statement.

All this bad publicity prompted Pfizer to launch a nationwide campaign consisting in ads in the country’s five largest newspapers, including the New York Times and the Wall Street Journal.

The company also plans to send letters to 300,000 health-care providers and to organize conferences with reporters. Moreover, television commercials are scheduled to run in June emphasizing the importance of smoking cessation, without recommending or mentioning Chantix.

“When there is confusion in the marketplace related to one of our products we want to make sure the right information is out there. We can’t lose sight of the benefit of this product, the public health benefit is clear,” Pfizer’s representative Ray Kerins said, as quoted by Bloomberg.