Lilly launches television campaign for ED awareness

[Pharma Newshound]

Source: PharmaFocus

Lilly is to launch a groundbreaking erectile dysfunction awareness campaign, specifically targeting younger men who tend to neglect the problem.

Adverts will be screened on terrestrial channels for three months from July, making it the first time a UK-targeted campaign of this kind has appeared on British television.

The campaign aims to dispel the common belief that erectile dysfunction affects only elderly men. It has been dubbed '40over40' due to new statistics that show erectile dysfunction (ED) actually affects 40% of men over the age of 40.

It is this new data that adds weight and impact to the campaign, according to Munro and Forster's Daniel Burges.

"It is a surprising figure. As a guy, it's a much higher percentage than I would have thought. And this whole thing is designed to show any guy suffering from ED out there that he's not alone," he said.

Munro and Forster were engaged by Lilly to raise awareness of the campaign. Part of the agency's work involves enlisting physicians to help spread the message that erectile dysfunction in younger men is not only damaging to their sex life, but can often occur as an indication of other serious health problems.

Dr Mark Porter said GPs should get behind the campaign and look for ways to proactively ask about ED in their male patients over 40.

He said: "Sexual fulfilment aside, too few men are aware that their erectile difficulties could be a sign of underlying health problems like smoking related damage, high blood pressure and raised cholesterol levels."

The campaign does not endorse a product, but Lilly does stand to benefit from increased awareness, especially if sufferers approach their GP to talk about the problem.

The company manufactures ED drug Cialis, which is a direct competitor to Pfizer's Viagra and Bayer's Levitra.

Prescriptions for Viagra, which was launched first and is the most famed of the three drugs, have long outstripped those of its two rivals, but some say clinicians may be looking for alternatives due to the drug's heavy association with recreational use.

Moreover, Cialis could have two clinical advantages to its competitor. Firstly, its absorption rate is twice that of Viagra, which allows it to take effect more quickly. Secondly, Cialis is effective up to 36 hours after being taken, whereas Viagra is only effective for four hours. Lilly says both factors make Cialis the better option for a spontaneous sex life.

The company recently conducted two similar TV-based campaigns for the disease area in Germany and Australia, promoting them with other agencies.
Its UK programme is the first time Lilly has worked with Munro and Forster, and the contract represents a significant gain for the agency.