Cialis challenges Viagra in anti-impotence awareness

Pfizer’s Viagra tops PRWeek’s Pharma Focus chart of anti-impotence brands but Lilly’s rival Cialis appears to be strongly challenging its stranglehold on the growing market.

Almost all doctors (98 per cent) were aware of Viagra but knowledge of Cialis has already reached 84 per cent despite launching only a year ago.

NOP Healthcare surveyed 200 GPs online via GP Net for Pharma Focus, which ranks drugs for specific medical conditions according to brand awareness and monitors how they achieved their levels of recognition.

More than three-fifths of GPs were aware of Bayer’s Levitra, which launched just after Cialis early last year, while 68 per cent knew of Abbott Laboratories’

Uprima, the second oldest of the rated products. More than three-quarters of GPs described the information they had seen on

Viagra as generally positive, with two-thirds recording a similarly favourable impression in regard to Cialis.

Levitra (27 per cent) and Uprima (15 per cent) fared less well in this category, although that may reflect their lesser fame.

The promotional messages for the Pfizer and Lilly brands were considered by GPs as most likely to encourage their prescribing of the products.

A fifth of GPs said they would prescribe Levitra as a result of promotion, while seven per cent said they would prescribe Uprima.

Viagra launched in April 1999 and is promoted by Chandler Chicco Agency; Cialis and Levitra are promoted by The Red Consultancy and Cohn & Wolfe respectively; Abbott does not retain external PR support for Uprima.

NOP Healthcare drug research and analysis director Gary King said: ‘The

promotional story for Cialis would seem to be well received by GPs when compared with Viagra.

‘Levitra is having considerably less impact. Bayer needs to raise [its] profile in the minds of GPs if they are to increase its usage.’

Next month: Cholesterol-lowering drugs

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