Pfizer: How Champix Outsmarted Cigarettes

Pfizer wanted to launch Champix, a new smoking cessation treatment available only through a doctor's prescription.

Pfizer: How Champix Outsmarted Cigarettes

Ursa Communications


Category: Pharmaceutical/HealthcareCountry where program ran: AustraliaDate program started/ended: May 2008 - present

Product Description:Champix (a tablet taken twice a day for 12 weeks) is the first non-nicotine agent designed specifically for smoking cessation. Champix works in a different way to other smoking cessation medications. It has an action that simultaneously decreases the effect that nicotine has on the brain, whilst encouraging the brain to release small amounts of dopamine (the chemical in the brain that's associated with pleasure) to help control the cravings associated with...

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