Product Team Cialis: Getting Ready to Market
In 1998 Pfizer released Viagra to market approximately six months after the federal Drug Administration (FDA) relaxed regulations on Direct-to-Consumer (DTC) advertising for pharmaceuticals. Viagra, which was approved for the treatment of erectile dysfunction (ED) would most likely not have had the same success a without the ability to market directly to patients. Flat sales could have been caused by ED patients are embarrassment, primary care physicians uneasiness with discussing sexual dysfunction, ED treatments are not regarded as medically necessary, and often insurance does not cover treatment. DTC marketing allowed Pfizer access to ED sufferers in places where they were comfortable with DTC marketing Pfizer was able to initiate a conversation about a sensitive topic while the patient was in their comfort zone and at their own pace. ED sufferers and their partners could gain some knowledge and comfort and work through the stages of denial at their own pace; when they initiated the conversation with their physician they are open to treatment options. Viagra was FDA approved in March of 1998 and in April, first month on the market, provided over 600,000 prescriptions. Viagra’s success encouraged other pharmaceutical manufacturers to enter the ED treatment market. Bayer-GlaxoSmithKline was the first competitor to launch in August 2003 with Levitra. Levitra was similar to Viagra in terms of duration though it professed to have a faster onset. In 1998 Eli Lilly teamed up with biotech start-up ICOS to collaborate on their individual areas of expertise to bring Cialis to market. Cialis was not approved by the FDA until November 2003. Patients were open to trying a new drug; while doctor’s were resistant to prescribing new drugs after safety concerns surrounding Viagra six months after its release where it was linked to 130 deaths. Pfizer, reacted in a responsible way be immediately conducting additional...
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