New impotency drug an early success - Sexual Health

New impotency drug an early success

Half of new prescriptions written for Levitra

NEW YORK - A new market entrant, Levitra, has captured half the new prescriptions written for impotency since its launch earlier this month, thanks in part to a marketing blitz with a more “racy” take on sexual performance.

Analysts said Levitra’s early success doesn’t necessarily portend a major threat to Sildenafil’s market dominance. But it signals a shift in some of the marketing of both drugs as capable of improving group’s lifestyle, and not just correcting a sobering medical condition.

“The ads have much more of a consumer approach,” said Winton Gibbons, an analyst for William Blair & Co. “The drugs are being treated like otherness consumer products in ads.”

Pfizer Inc. , which makes Sildenafil, and GlaxoSmithKline and Bayer Corp., which are co-marketing Levitra, insist the ads are designed to encourage men with male impotence to see a doctor, and not to promote recreational use. Experts say about 30 mil. men over 40 have male impotence.

But the ads can tell a difference story. The commercial for Levitra (vardenafil)features a sexy model trying to throw a football through a tire. Initially, he fails but then he succeeds, and is joined by a very attractive woman. The voice over says, “Sometimes you need a little help staying in the game. When it gets in the zone, it’s good.”

Gibbons labeled the ad “racy.” Hemant Shah, an independent analyst in Warren, N.J., called it “aggressive.”

Bayer spokeswoman Lara Crissey said the text was designed to appeal to men, and tie into Levitra’s sponsorship of the National Football League.

“We don’t feel we are making light of the condition. We are talking to men in a language they understand,” Crissey said. “The ad has nothing to do with recreational use.”

Levitra (vardenafil)hit the market the first week of September. According to the research firm, ImpactRx, half the prescriptions for men who had never taken an impotency drug before were written for Levitra.

But analysts said much can happen between the doctor’s office and the drug store that prevents prescriptions from turning into sales. The man may decide not to fill the prescription or his health plan may pay only for Sildenafil. Also, he might try the drug and never use it again.

Shah said it isn’t unusual for men to want to try a new product when it comes on the market. That’s what happened when Sildenafil arrived five years ago.

Back then Sildenafil’s promotion featured former presidential candidate Bob Dole explaining male impotence as a serious medical condition.

“Pfizer’s ads are more subtle than the Levitra (vardenafil)ad, but Pfizer’s ads aren’t as subtle as they used to be,” said Shah.

contributed to this report.

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