NEW YORK: Pfizer is working with Weber Shandwick to launch Exubera, the first inhalable insulin for both juvenile and adult-onset diabetes.
The Food and Drug Administration approved Exbera last month, and Pfizer is planning a mid-year launch for the product.
Rebecca Hamm, Pfizer's director of PR said that there would be a heavy educational focus. The drug giant currently abides by a self-imposed moratorium on direct-to-consumer advertising during the first six months that a product is on the market. Pfizer reformed its advertising guidelines in August in order to devote more time to educating doctors about a drug's risks and benefits ahead of a consumer launch.
Hamm noted that the Exubera campaign would adhere to those new principles.
She added that 21 million Americans have diabetes, and 95% have type 2 diabetes, the adult-onset form.
Hamm noted that Exubera improves on the way insulin is delivered, reducing or eliminating the need for injections.
"There's definitely a fear of needles as well as the pain the injections might bring," she said.