Viagra gets new lift as patent due to expire in 2002

<p>SINGAPORE: Pharmaceutical manufacturer Pfizer is stepping up </p><p>marketing of Viagra ahead of the loss of its exclusive patent on the </p><p>anti-impotency drug next year when it expects competitors to launch </p><p>similar drugs. </p><p><BR><BR> </p><p>The campaign's first phase, starting in a few months, will raise </p><p>awareness of the problem of erectile dysfunction, while the second phase </p><p>starting next year will be more brand specific. </p><p><BR><BR> </p><p>Bates, which handles the account, has created a print campaign showing </p><p>five potted bamboo plants, three of which are wilting, to illustrate </p><p>research findings that three in five men suffer from the ailment. </p><p><BR><BR> </p><p>To overcome the stigma, the ads use the term "erectile difficulties" </p><p>rather than "erectile dysfunction". </p><p><BR><BR> </p><p>Alongside the print push, Bates' below-the-line agency 141 has launched </p><p>a consumer PR campaign and is working on a direct mail campaign aimed at </p><p>doctors. </p><p><BR><BR> </p><p>The PR work, at this stage, is a tactical initiative to clamp down on </p><p>the black market trade in fake Viagra. </p><p><BR><BR> </p><p>People are turning to the black market because they are reluctant to </p><p>talk to a doctor about their problems, according to Craig Mapleston, </p><p>regional PR director at 141. </p><p><BR><BR> </p><p>Mapleston said people should be encouraged to see their doctor because </p><p>erectile dysfunction could be a symptom for other health problems such </p><p>as hypertension or depression. </p><p><BR><BR> </p><p>There was no incumbent agency on the Viagra account, which is Bates' </p><p>first work for Pfizer in Singapore. </p><p><BR><BR> </p><p>Media will be booked through Zenith. </p><p><BR><BR> </p>