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US sales of the drug for the first half of 2008 totaled $329 million, according to IMS Health data, with 3 million prescriptions dispensed. Last year sales were $682 million, with 7.3 million prescriptions dispensed. Pfizer spent almost $58 million in measured media advertising the drug to consumers through the end of 2007, according to TNS Media Intelligence data.
Pfizer may have also learned from this situation. It is one of the few companies bucking the trend and increasing its advertising budget – it went up from $1.006bn to $1.256bn in 2007. A lot of this can be attributed to the company's push for more educational advertising for its controversial stop smoking drug Chantix.