Drug company looking to boost sales in face of new competition
By Linda A. Johnson
AP Business Writer
TRENTON, N.J. (AP) - The maker of the world's top-selling erectile dysfunction drug on Tuesday will begin airing the first Viagra TV commercial that targets the less-obvious sufferers of the sexual condition: women.
In the new 60-second ad, a middle-aged woman reclining on a bed in a tropical setting addresses the problems couples encounter when a man is impotent.
"So guys, it's just you and your honey. The setting is perfect. But then erectile dysfunction happens again," she says before encouraging men to ask their doctor about Viagra. "Plenty of guys have this issue - not just getting an erection, but keeping it."
Having a woman speak directly to men about impotence is a unique strategy for Pfizer Inc. The world's second-biggest drugmaker is looking for ways to boost sales of Viagra, Pfizer's No. 6 seller, at a time when it is encountering new competition.
Viagra has faced competition from cheaper generic versions in Europe since its patent expired there 15 months ago. Sales fell 8 percent last year, to $1.9 billion. And in three years, Viagra will get generic competition in the U.S., where it costs about $35 a pill. Meanwhile, new competitor Stendra just got approved.
Patents give a drug a monopoly, generally for 20 years. But when those patents expire, cheaper generic versions flood the market, often wiping out most of the brand-name drug's sales within a year.
Pfizer has seen generic competition for several of its other drugs cut revenue by billions, so it is hoping to stem the revenue losses for Viagra.
Published: Wed, Oct 01, 2014
