Pfizer has added branded DTC to the mix in its Lyrica for fibromyalgia consumer efforts. Lyrica sales have seen a boost since the drug won FDA approval for fibromyalgia in June, said Bear Stearns analyst John Boris in a recent investor note. Fibromyalgia is a syndrome characterized by widespread muscle pain and fatigue that until relatively recently had no diagnostic criteria and no approved treatments. The disease is hindered by a lack of awareness and understanding, though, with over 50% of patients undiagnosed.
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