Press Release June 6, 2006

21st Century Solutions Designed To Meet 21st Century Challenges

Targeting High-Prescribing Physicians, Pfizer Inc. Ranked Best in Managed Care Pull-Through Programs, Cognet-X Inc. Reports

FEASTERVILLE, Pa.--(BUSINESS WIRE)--June 6, 2006--Pfizer Inc.'s first-quarter 2006 pull-through strategy focused far more on reaching high-prescribing physicians than did other top-ranked pharmaceutical companies. This tactic resonated with managed care pharmacy executives, who named Pfizer best at providing pull-through programs, Cognet-X Inc. reported today.

Although Pfizer previously has been ranked among the top 5 corporations in the Pull-through Programs assessment category, 1Q 06 marked the first time in 5 years that panelists in Cognet-X's PAR-Rx (Promotional Assessment Research) Report(TM) rated the company as the industry's best. In 2005, Pfizer ranked fourth.

A successful pull-through program can benefit both the pharmaceutical manufacturer and health plan payer. By driving physician prescribing away from more costly and more restricted drugs, pharmaceutical company-initiated pull-through programs can increase market share while lowering the overall cost of the medication to the payer, employer and ultimately even the patient.

The key target of Pfizer's pull-through activity was the company's cholesterol reducer, Lipitor, which was also the brand most promoted to PAR-Rx panelists in the first quarter. As generic competition loomed for two key competitors in the "statin" therapeutic category, Lipitor discussions to the panel increased nearly 50% in 1Q 06 over 4Q 2005.

Pfizer demonstrated its commitment to pull-through success in two ways. First, Pfizer flexed its managed care promotion away from other brands and toward Lipitor at a critical juncture for the brand. Second, Pfizer harnessed its field sales organization to drive pull through by attempting to change the prescribing habits of managed care customers' high prescribers. Nearly three-quarters of the time, Pfizer said it would achieve pull-through success by having its office-based sales representatives target influential physicians for prescribing behavior modification.

"We're entering an era in which physicians may be able to opt out of having their prescribing activity shared with pharmaceutical manufacturers," noted Cognet-X Chief Strategist Bryna Elder-Munro. "Thus, formulary position and payer-approved initiatives to influence physician prescribing become even more important factors for pharmaceutical companies trying to influence and even predict prescription utilization.

"Pfizer effectively meets its managed care customers' needs with the agility and depth of its field organization to achieve large-scale pull-through success while retaining its edge in the marketplace," she said.

Several PAR-Rx Report panelists cited Pfizer's field organization in their favorable comments about the company's pull-through efforts.

"The managed care (account manager) works closely with sales to effectively execute pull-through programs," one pharmacy executive commented.

"The national account manager has (field sales) reps in the field promoting our message to our docs about the appropriate use of statins," another panelist said.

The other top-5 companies--Wyeth, AstraZeneca PLC, TAP Pharmaceuticals Inc. and Procter & Gamble--have products in the proton pump inhibitor (PPI) category, long an active category for pull-through efforts. AstraZeneca also markets Crestor, a leading cholesterol reducer that competes with Lipitor.

Each company offered a different mix of tactics to achieve pull-through success. However, it is worth noting that these four companies emphasized on communications pieces, with this tactic accounting for at least 60% of their respective pull-through discussions.

"Communications pieces are designed to educate physicians as well as plan members about formulary status changes impacting their plan's preferred drug list," Elder-Munro explained.

The top 5 corporations in the 1Q 06 Pull-through Programs category:

1. Pfizer Inc.

2. AstraZeneca PLC

3. Wyeth

4. TAP Pharmaceuticals Inc.

5. Procter & Gamble

About the PAR-Rx Report™

Cognet-X's PAR-Rx Report is a year-round service that provides the pharmaceutical industry with timely, Internet-based competitive intelligence on pharmaceutical company promotion to influential managed care pharmacy directors. The Report offers Cognet-X clients the ability to evaluate and analyze variable differences that are critically important to their decision-making process.

About Cognet-X

Cognet-X offers the pharmaceutical industry market research, consulting and software development that help companies build and refine their relationships with numerous customer bases, including the managed care community. Based in Bucks County, Pennsylvania, Cognet-X is privately held and employee-owned.

Contacts

Rick Bourland
Executive Director, Sales & Marketing
215-396-8300, ext. 103
rickb@cognetx.com

Bryna Elder-Munro
Sales & Marketing
215-396-8300, ext 123
brynae@cognetx.com

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