Remember back in 2006 all the buzz surrounding Exubera, Pfizer's inhalable insulin product? It was much-hyped by Pfizer and, let's face, the media happily joined in too, spreading the word that (as Pfizer would have it) Exubera would be wildly successful and make squillions of dollars for investors.

It didn't work out that way at all. Sales so far have topped out at around four million dollars per quarter, far short of the two billion projected before the product was released. Now, in a bid to lift lackluster sales, Pfizer is launching a major ad campaign for Exubera. Yes, the inhaler device is extremely indiscreet. Yes, long-term use of the drug itself could cause lung damage. Oh, and health insurers may not cover prescriptions for Exubera for those diabetics who want to try it. But I guess where there's a slick selling strategy there's a way...into the pockets of consumers, that is.

Which is not to say I blame Pfizer. The company has poured so much money into this product, does it really have a choice at this point? No. Also, it's entirely possible Pfizer could turn things around. This article by Arlene Weintraub for Business Week reminds readers that the drug giant had enormous success with its clever ad campaigns for Viagra and for the incontinence drug Detrol. Writes Weintraub, this new campaign will probably cost Pfizer big-time: we're talking tens of millions of dollars, but it will be worth it for Pfizer if it can reproduce that kind of success.

In the wake of the disastrous media coverage now being given to GlaxoSmithKline over its diabetes drug, Avandia, Louise Story of The New York Times has taken a closer look at Glaxo's strategy for selling the drug. It appears that a central pillar of that strategy was pitching the drug extra hard to the African American community. Seems Glaxo was faster and savvier than its competitors to recognize what seems sort of obvious in retrospect: African Americans suffer from Type 2 diabetes at a rate disproportionately high compared with that of the general population, so reaching out to that community could be lucrative for drug manufacturers. Glaxo has been targeting diabetic African Americans in a glossy and carefully crafted ad campaign for some years now.

Della Reese (pictured) was Glaxo's big star for the campaign. Remember Reese? The Touched by an Angel actress and jazz singer was too perfect. Black diabetic? Check! Celebrity status? Check! Grandmotherly yet sassy? Check! Click here to see a sample of the ad literature and images featuring Reese.

The question that industry analysts are now asking is this: will Glaxo's strategy now backfire in the wake of the Avandia scandal? That is, will black diabetics lose trust in the company name over this controversy? Times journalist Story speculates that this could indeed happen; that African Americans have been ill-used before by drug companies and scientists, most famously in the notorious Tuskegee syphilis experiments. Regardless, this is a sector of the market Glaxo can't afford to lose.

If at first you don't succeed - go straight to the patient's home. After a lackluster attempt to sell doctor's on prescribing Phizer's inhalable insulin, Exubera, the company has decided to begin running television and print campaigns to advertise directly to patients.

The ads will start appearing the second half of 2007. However the main contention from Congress and medical groups is that mass marketing to patients encourages excessive use of costly therapies. Exubera gained a reputation for being an over priced and not-so-discreet way to administer insulin. Doctors say the inhaler is unwieldy. Depending on a patient's health care plan, they can pay about $600 a year more for Exubera than injectable forms of insulin. Clinical trials have found the product can reduce lung function for some patients. Pfizer says the condition is reversible and is conducting a five-year study among users to monitor it.

Why the push, Pfizer? You seem hell-bent on making this one stick. The president of Pfizer's worldwide pharmaceutical operations says the television ads will target newly diagnosed diabetics who may not want to inject themselves daily. Patients who develop diabetes later in life may put off using insulin because of needle phobia. Fair tradeoff: I see your fear of needles and raise you $600 a year, a license to toke (in public), and maybe a little bruising on your alveoli. Puff, puff...give it a shot.