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On March 27,2011, Viagra reached a major milestone. Thirteen years ago to the day, the United States Food and Drug Administration approved Sildenafil, sold under the name of Viagra, as an oral medication used to treat impotence and erectile dysfunction in adult men.
Sildenafil had originally been developed as a medication intended to treat high blood pressure and angina in both women and men. Sildenafil missed the mark on treating the physical problems of the heart, but the now sought after side effect proved to be a more useful, and ultimately lucrative, use of the drug.
As unique as the medication itself were the marketing practices put into place by Pfizer, the manufacturer of Viagra. Erectile dysfunction was a problem that many men over the age of 65 faced, but few spoke about to their doctors.
Pfizer shed light on this common health problem by recruiting Bob Dole, a well-known politician and ex-Presidential candidate, to be the spokesperson for the drug.
Direct to consumer marketing approaches delivered by means of radio, television and magazine ads was an innovative approach to marketing drugs. While commonplace today, these types of advertising methods were unheard of in the late 90s. At that time, medications were solely marketed and promoted to doctors to prescribe to patients in their care.
Within months of being approved by the FDA, Viagra was a household name throughout America, the direct result of the new methods of advertising. Available by prescription only, the $8-$10 super pills brought in a record billion dollars in sales. To date, over 20 million U.S. men have obtained prescriptions for the drug and the numbers keep on climbing despite two other erectile dysfunction medications clamoring for market share.
Today, Viagra is still a household name. Last year’s sales of Viagra just missed the $2 billion mark, owing in part to the high cost associated with the patented drug. Next year will mark a new challenge for Pfizer as the U.S. patent for the drug will expire. If Pfizer is unable to renew the patent manufacturers of generic Sildenafil pills may be a serious competitor for the company.
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