GlaxoSmithKline has its hands full right now big-time, defending its conduct over the ever-deepening Avandia scandal. But the big-name pharma company isn't giving up the fight. (No surprise there...) Today Glaxo ran full-page advertisements in a number of prominent US newspapers. The move is described by Britain's Guardian as the launching of a major PR war. The ads are featured in fifteen major newspapers, says the Guardian, including The New York Times, The Washington Post, The Wall Street Journal, and the LA Times. The ad is a direct appeal to patients, taking the form of an open letter from Glaxo's chief medical officer, Dr. Ronald Krall. (Guess he's working some late nights at the moment, huh?)

The ads were timed to appear one day before the congressional hearing on the US Food and Drug Administration's work on Avandia and consumer safety, which is scheduled for tomorrow. Another Glaxo-penned letter defending Avandia was also published in the medical journal the Lancet. Said a company spokesman of today's ads: "We are determined to make sure the science we feel backs us up is heard."

This article also notes that weekly prescriptions for Avandia have fallen by sixteen percent since the recent publication of a damaging article by Dr. Steven Nissen in the New England Journal of Medicine. Nissen asserted that Avandia could increase the risk of heart attack by forty-three percent and the risk of cardiac-related death by sixty-four percent.

By the way, it is worth checking out the Wikipedia entry on Glaxo for a brief rundown of the company's history, including previous wrangles with the media and the law over its products. Note, though, the entry has not yet been updated in the wake of the Avandia scandal.