Thanks, Reality. Interesting article in the Economist. The spread between (drug) product introduction and first competition is indeed shrinking which makes marketing and product positioning more and more critical. Vivus, behind the scenes is deeply interested in shareholder value and is fully aware of the competitive landscape. I would like to see them develop a stronger media presence in addition to stepping up their volume of press releases. The Muse story is news-worthy and interesting...here is a product that addresses a "closeted" problem shared by millions of men in this country alone.
Media presence equals the kind of visibility and contacts it takes to get a Time, U.S. News, or Newsweek cover. We were all ready to believe that 20/20 had a ED segment.... Esquire Magazine last month ran a story about ED....; and Muse, the industry leader, got one or two sentences. Hey, I'd be real pleased if Letterman or Leno spent a few minutes doing a bit on Muse: "Top ten reasons to Use Muse", or Leno with, "whoaaa, here's a drug that can turn a man into a hat rack." Whatever...just spell the name right Jay, it's Vivus.
The doctors, stock brokers, and a handfull of (extremely smart and gifted) investors are cheering the stock on, no question.:-) I see the real success of this product happening at a "grass roots" level, neighbor to neighbor, man to man. First, they have to know about the product through print, radio, or TV (as well as docs and direct mail campaigns.) Then, they need to know it's OK TO TALK about erectile dysfunction.
Vivus is a great company, and I'm a happy stockholder. It is simply my opinion that they need to put more spin on media relations and media presence. Hey, it doesn't cost much to put this stuff on the agenda, there is no significant downside, and the reward is national, if not global recognition by the public at large. When is Larry King's next open slot?
My 2 cents,
Frostman |
