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Biotech / Medical : ICOS Corporation

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From: Icebrg	4/12/2006 4:47:28 AM
	of 1139

Pfizer plans 2nd non-branded ad campaign By THERESA AGOVINO AP BUSINESS WRITER NEW YORK -- In a sign of how Pfizer Inc. hopes to boost the market for erectile dysfunction drugs, the maker of impotency pill Viagra plans to launch a second non-branded, educational ad campaign about the condition on Wednesday to complement one running since late last year. The double-dose of education comes as Pfizer tries to lift Viagra's sagging sales, which have dropped in each of the last two years. The new campaign is designed to help men overcome embarrassment about discussing erectile dysfunction with their doctor while the ads which began last November were created to deliver more basic information about the condition, said Tim Pigot, director of the company's U.S. Viagra team. In the latest ads, a doctor stands in an empty sports stadium to emphasize the vast number of men who suffer from the condition- half of the men over age 40. The campaign's tagline is "Just Ask Today." The motto of the first effort is "Make the Call." It encourages men to call to receive features more information about the condition and doctor recommendations. Growth in the erectile dysfunction market failed to live up to analysts' predictions. Many thought the market would expand after Cialis, marketed by Eli Lilly and Co. and ICOS Corp. and Levitra, sold by GlaxoSmithKline PLC and Schering-Plough Corp. entered the fray. The competition has stifled Viagra sales. Last year, Viagra's sales slipped 2 percent to $1.65 billion are sliding 11 percent in 2004. GlaxoSmithKline and Schering-Plough started a disease awareness campaign for Levitra last December and rolled out branded ads last month. seattlepi.nwsource.com

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