The phrase “I take Lipitor instead of a generic” was embedded in the public consciousness through an advertising campaign that featured Robert Jarvik, credited with the invention of the artificial heart.
Richard L. Kravitz, MD, MSPH and Jodi Halpern, MD, PhD
Patients have a responsibility to discerningly present the drug information they receive from direct-to-consumer advertising and to be active partners with their physician in making health care decisions.