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