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Viagra and Drug War

The war is on... Viagra, Cialis, Levitra and loads of other erectile dysfunction medicines (both chemical and herbal) have created a boom in the pharmaceutical market. These drugs have been successful in exploiting a new need in consumers, need of penile erection in their sexual lives. This sexually awakened class of consumers was originally formed by Viagra, the little blue pill as it was the first to enter the ED world. However, the profit was not to be reaped by Pfizer alone, for a long time... because after all it was business! Seeing Pfizer earning a lot of money, other pharmaceutical giants such as GlaxoSmithKline and Icos were likely to enter the market.

These two drug manufacturers came up with Levitra and Cialis to give a tough competition to Viagra. Within the first month of sales, Levitra, managed to grab a 50% share of prescriptions in newly diagnosed patients. This new erectile dysfunction treatment from Bayer and GlaxoSmithKline made an impressive record, but analysis by Bernstein Research of data from health information provider IMS Health reveals another side to these figures. Viagra maker Pfizer still has well more than 95% of total prescriptions for impotence.

And the bad news for both the new drugs, Bernstein pharmaceuticals analyst Richard Evans sees U.S. sales of only $425 million each annually for Levitra and another erectile dysfunction drug, Cialis, developed by Eli Lilly and ICOS. Viagra, which now has U.S. sales of $1 billion, will, by Evans' reckoning, drop by nearly half. The new drugs will merely cannibalize the existing market.

According to the Pittsburgh Business Times, Levitra generated sales of just $60 million in the third quarter of last year. Pfizer Inc.'s Viagra had sales of $305.3 million and Eli Lilly & Co.'s Cialis had sales of $154 million.

Take a look below for a clear cut analysis of Viagra, Levitra and Cialis at a first glance.

Viagra

  • Generic Name: Sildenafil citrate
  • Manufacturer: Pfizer (nyse: PFE - news - people)
  • Approved By FDA: March 27, 1998
  • Sounds Like: Vigor, or Niagara
  • Color: Cooling blue
  • Cost Of Pill: $88 for ten tablets on drugstore.com
  • U.S. Sales (2004 Estimate): $919 million*
  • How Fast Does It Work: The FDA-approved package insert says it takes 30 minutes to 120 minutes, but new studies say it takes less than 15 minutes in most men.
  • Famous Face: Politician Bob Dole
  • Recent Promotional Campaign: Young-looking men were happy because they asked their doctor about Viagra.
  • How It Works: Inhibits an enzyme called phosphodiesterase type 5 (PDE-5), making muscle in the penis more likely to relax and allowing blood to flow in, causing an erection.
  • Selling Point: Good track record. Has been used by 20 million men worldwide.

Levitra

  • Generic Name: Vardenafil hydrochloride
  • Manufacturers: GlaxoSmithKline (nyse: GSK - news - people ), Bayer (nyse: BAY - news - people)
  • Approved By FDA: Aug. 20, 2003
  • Sounds Like: Levitate, or la vita, meaning 'life'
  • Color: Orange (complete with flame logo)
  • Cost Of Pill: $88 for ten tablets on drugstore.com
  • U.S. Sales (2004 Estimate): $174 million*
  • How Fast Does It Work: Levitra label says to take it 60 minutes before sexual activity, but studies have shown it can work in as little as 16 minutes. May be more likely to work the first time.
  • Famous Face: Chicago Bears coach Mike Ditka
  • Recent Promotional Campaign: Ditka says he has suffered from erectile problems, and encourages men to "stay in the game."
  • How It Works: Inhibits an enzyme called phosphodiesterase type 5 (PDE-5), making muscle in the penis more likely to relax and allowing blood to flow in, causing an erection.
  • Selling Point: May work faster, and for men in whom Viagra failed.

Cialis

  • Generic Name: Tadalafil
  • Manufacturers: Lilly ICOS LLC
  • Approved By FDA: November 21 2003
  • Sounds Like: French "ciel," or sky
  • Color: Yellow
  • Cost Of Pill: $88 for ten tablets on drugstore.com
  • U.S. Sales (2004 Estimate): $272 million*
  • How Fast Does It Work: Cialis label says to take it 30 minutes before sexual activity, but studies have shown it can work in as little as 15 minutes. May be more likely to work the first time.
  • Famous Face: None
  • Recent Promotional Campaign: an actual doctor recites the disclaimer about side effects.
  • How It Works: Inhibits an enzyme called phosphodiesterase type 5 (PDE-5), making muscle in the penis more likely to relax and allowing blood to flow in, causing an erection.
  • Selling Point: Works longer. Minimum 36 hours.

Although Cialis and Levitra has earned the love and respect of people suffering from ED and have acquired nick names like 'La Weekender' for Cialis and 'potent pill' for Levitra, game of favoritism is being played behind the curtain. Understanding the views of common people will show that Viagra is deeply embedded on common male psyche. Americans and most Europeans consider Viagra synonymous to erectile dysfunction or impotence. It has a very good track record and the time it has successfully passed with the term 'impotency'. Being the father of ED drugs, of course Viagra will remain an extra mile ahead of other ED drugs, always.


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