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As Seen on TV, an occasional column, brings you the inside story behind TV drug ads.

If the orange-and-white pills sold as Lyrica for nerve pain were their own standalone drug company, they’d be the industry’s sixth biggest advertiser.

Pfizer spent an estimated $343 million-plus last year advertising the blockbuster drug to patients with fibromyalgia and diabetic nerve pain. Only Bristol-Myers Squibb, AbbVie, Eli Lilly, and Allergan spent more on their entire ad budgets.

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