Viagra’s new camapaign misses the mark as Pfizer shops for a new agency

About the Author

Richard Meyer is a passionate Internet DTC marketer with over 15 years of progressive experience in consumer marketing who`s worked on top pharmaceutical brands like Cialis, Prozac and Sarafem, as well as two years with Medtronic Diabetes. He is currently consulting for his own company, Online Strategic Solutions, and writes a DTC column for PM 360 magazine and blogs for Eye for Pharma in addition to his own blog, World of DTC Marketing.

Getting men to admit that they have ED and ask their doctor for treatment is like getting a Republican to say that the party is out of touch with mainstream America. However the real issue is not asking for the drug but the fear that their doctor is going to ask about their sex life which could lead to more embarrassment. In reality of course physicians are not going to dive into a patients sex life although they may look at the patients overall health to ensure that there are no serious underlying health conditions. Viagra needs to show men, from the mouth of physicians, that asking for an Rx for Viagra is no big deal and that most doctors simply write the Rx or give the patient a trial pack.

Now back to fall sports on TV. I was on the Cialis team and I have to admit that I am really tired of the Cialis TV spots and bathtubs to the point that I actually change the channel when they come on. While Viagra has changed their campaign Cialis is sticking to the same old same old probably because they don’t have the money to implement a new campaign as Lilly is hurting right now.

Levitra has chosen to pound their message home which is that ED could be caused by a lot of health problems and that Levitra can help men with these health problems. Viagra has chosen a lot of different campaigns as Pfizer has indicated that the creative ad work is up for review but I am not sure that any advertising can effectively get men over the barriers of admitting they have ED and asking their physician for an Rx.

One thing I learned while doing research on ED was that ED is very much a couples problem. Women often feel that men go in their caves during a relationships and having ED causes men to avoid intimacy at all costs because it puts more pressure on them. Women feel that “it must be me” and thus there maybe really damage to the overall relationship. I believe this needs to be explored more with marketers as it’s a powerful emotional motivator.

Baby-boomers in their 50′s are unhappy according to the latest happiness study but not having sex regularly can only add to that unhappiness. ED drug advertising needs to focus on solutions to the “problem” by taking down barriers one at a time.