Sustaining Performance: Learning from Buyers' Experience of Viagra

Abstract

‘Erectile dysfunction’ is the failure to achieve and maintain an erection sufficient for satisfactory sexual experience. It affects 100 million men globally. In March 1998, Viagra (Sildenafil) was the first oral medication approved for use in ‘erectile dysfunction’. Eleven years later, the erectile dysfunction market has matured and is now flooded with other oral medications (Cialis, Levitra) and unbranded nasal delivery systems. Each generates slightly different marketing messages. Pfizer now faces several significant challenges in this complex market, including increasing competition and declining market share, poor buyer retention, shifting buyer expectations and the imminent expiry of its patent in 2012. Pfizer is now at a crossroads, where it must reflect on past experience and reassess future marketing strategy. Part 1 of this report examines the buyer behaviour literature for erectile dysfunction products. We define the buyer to be the end-user, rather than doctors or pharmacists. Part 2 assesses Pfizer's current marketing strategy and promotional materials. Part 3 draws upon the literature to examine ways in which Pfizer can reinvigorate and sustain its marketing success into the future. Given the complexity of pharmaceutical regulation and the differences between jurisdictions, our recommendations are generic and transnational.