Because of its dramatic ability to raise helpful HDL cholesterol, a new experimental drug called torcetrapib seemed likely to become a popular drug for the prevention of heart attacks and to earn huge profits for Pfizer, the drug's maker.

But clinical trials on the drug were recently stopped because participants taking it were dying in greater numbers than those who weren't. Even before the drug was approved, Pfizer had a novel plan to market the drug. 

Pfizer, the world's largest pharmaceutical company, also holds the patent on atorvastatin, the best-selling prescription drug in the U.S. and worldwide. In an unusually greedy move even for a pharmaceutical company, Pfizer had announced its intention to market torcetrapib only in a pill containing both torcetrapib and atorvastatin. Pfizer claimed it needed to recover the $800 million it cost to develop and test torcetrapib.

This decision was greeted with loud criticism from physicians who correctly pointed out that Pfizer was placing profits ahead of possible patient benefits. Critics argued that it should be possible to take torcetrapib either alone or in combination with other statins not made by Pfizer rather than only with atorvastatin.

In July 2006, Pfizer reversed its decision and said it would apply to the FDA for approval to sell torcetrapib alone as well as in combination with atorvastatin. But this apparent victory for consumers will never happen because the drug has proven unsafe in large clinical trials.

How Pfizer planned to sell torcetrapib may now be a moot point but this experience should alert drug companies to think twice about dubious marketing approaches that appear to place profits ahead of the needs of patients.