What The Papers Say: Viagra fails to get economic message across

Pfizer did not refer to Viagra, its EC-licensed candidate for NHS prescription, as offering life enhancement. It concentrated on the two million couples suffering impotence, arguing that the pounds 50 million cost of Viagra on the NHS would be in line with existing treatment.

Pfizer did not refer to Viagra, its EC-licensed candidate for NHS

prescription, as offering life enhancement. It concentrated on the two

million couples suffering impotence, arguing that the pounds 50 million

cost of Viagra on the NHS would be in line with existing treatment.



In the main, the regional press followed Frank Dobson’s soundbite

rejection of the NHS financing ’people waving their potency at a disco’,

and were more negative than the national and medical correspondents

attending the Pfizer launch. While the Financial Times reported that

Viagra might actually offer economies, the regional press settled for

the danger of recreational prescriptions and excessive demands on

strained budgets doubling the NHS bill to pounds 1 billion. In this

public price haggle, Viagra’s 70 per cent success rate was actually

turned into a reproach about the 30 per cent excluded. Certainly, the

message that Viagra is cheaper than alternative treatments did not get

through as much as it could have done.



Broadcast and analysis by CARMA International. Cuttings supplied by

Broadcast Monitoring Company. ’What The Papers Say’ can be found at:

www.carma.com.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.