Pfizer and Cohn & Wolfe plan launch for Viagra after UK reclassification - can they break through disfunction taboo?

Yesterday's announcement that Pfizer's Viagra Connect drug has been reclassified means it can now be marketed direct to the public, and while one expert expects a "blockbuster" launch campaign, health PRs have underlined the need for its PR firm Cohn & Wolfe to ensure a measured approach.

by Sam Burne James

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