Levitra, Viagra Launch New Ad Campaigns

In an undated handout image from GlaxoSmithKline, a still image from a Levitra television advertisement is shown. Levitra and Viagra now have new campaigns that forego the provocative in favor of depicting erectile dysfunction as a medical condition, not simply a lifestyle concern. The commercials are a recognition of the prior approach's failure to expand the market, as well new guidelines adopted by the industry in January to address critics' concerns and improve ads' accuracy. (AP Photo/GlaxoSmithKline) (AP)

Patrick Kelly, president of Pfizer US Pharmaceuticals, said he believes the new campaign will revitalize Viagra sales as it strikes the right balance between playful and medical. In the ad, a man watching a sports event hesitates when his partner signals she desires romance before realizing he can tape the game. A doctor then appears to give medical information about Viagra.

"We want to be clear that this is a medical condition but at the same time you don't want to be only clinical so people become bored or anesthetized," said Kelly.

Dr. Natan Bar-Chama, a urologist at Mt. Sinai Hospital in New York, said that advertising approaches which only dealt with erectile dysfunction in a sexual context and not as a medical issue didn't help men overcome the embarrassment that often accompanies the problem. He said that ads were simply "asking men to declare themselves as impotent" which isn't easy.

Pfizer began running nonbranded ads about erectile dysfunction late last year as part of its new campaign. They were designed to educate men about the condition and help them become more comfortable in discussing it. Levitra's marketers also started a nonbranded education campaign late last year.

Bar-Chama praised the Levitra ads for explaining to men that erectile dysfunction can be linked to their other problems.

"It diminishes the psychological insecurity," said Bar-Chama, who has consulted for all the makers of erectile dysfunction drugs.

Levitra has been the weakest drug in the category, in part because there isn't much to distinguish it from market leader Viagra. Effects for both last for four hours, while Cialis lasts for 36.

Early indications suggest the Levitra campaign is having positive results. For the week ended April 14, Levitra grabbed 18 percent of the new prescriptions. Its share was hovering around 13 percent to 15 percent last year, according to Verispan, which tracks prescription drug data. However, part of the growth may stem from Levitra replacing Viagra on the Veterans Health Administration formulary in February.

"This new approach is long overdue," said Bar-Chama. "One can certainly make the argument it should have been the initial approach. The market might have expanded."

Neither Levitra's or Viagra's marketers wanted to discuss whether earlier campaigns were misguided. Said Kelly: "Why say woulda, coulda, shoulda?"