TO ALL VIVUSITES:
The following is my initial attempt at a 'template' letter to Howard Sterns. If you like it, copy it into an e-mail with addresses to Howard Stern found in post #4864. Adjust the letter to your needs, so it will be a little different than mine, and e-mail it to old Howard.
I will not send my e-mail until 10 PM Pacific Time. I will review all posts regarding this letter for accuracy and questions.
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E-Mail Title: Erectile Dysfunction Product Refused Commercial Air Time by NBC during Super Bowl - 1998
Dear Mr. Howard Stern:
I would like to bring to your attention a serious breach of faith by one of our major broadcast organizations regarding the airing of ERECTILE DYSFUNCTION therapeutic product commercials during the up coming Super Bowl. I am speaking about a product approved by the United States Food and Drug Administration (FDA) for treating ERECTILE DYSFUNCTION in approximately 22,000,000 affected men in the United States.
FIRST: A LITTLE COMPANY BACKGROUND
Founded in 1991, VIVUS, Inc. is a leader in the development of therapeutic systems for the treatment of erectile dysfunction. VIVUS has pioneered a novel therapy for erectile dysfunction known as the transurethral system for erection (MUSE). This therapy consists of a proprietary, non-invasive, drug delivery system that delivers pharmacologic agents via the urethra.
VIVUS launched its erectile dysfunction treatment, MUSE(R) (alprostadil), in January 1997. To date, more than 650,000 patients have used MUSE(R) (alprostadil), making it the number one prescribed treatment for erectile dysfunction by urologists in the U.S. Since the introduction of MUSE(R) (alprostadil) to the U.S. marketplace, it is estimated that the number of men seeing their physicians for treatment of erectile dysfunction has increased by 36 percent based on numbers of prescriptions written for erectile dysfunction treatment. This current use and broad acceptance of MUSE in 1997, the first year of product introduction and sale, was accomplished with very little direct advertising by the company.
SECOND: CURRENT SITUATION
VIVUS Announces Direct-to-Consumer Advertising Campaign for its MUSE Treatment; but VIVUS Officials Say NBC is Refusing to Air its Commercial During the Super Bowl. NBC Says; "Super Bowl Audience Not Ready for Impotence."
MOUNTAIN VIEW, Calif., Jan. 20 /PRNewswire/ -- VIVUS, Inc. (Nasdaq: VVUS) announced today that the company will be launching a significant direct-to- consumer advertising campaign in the coming weeks to support the marketing of its erectile dysfunction treatment, MUSE(R) (alprostadil). However, one place consumers won't see the new MUSE(R) (alprostadil) ad is during the Super Bowl. NBC has declined to run the MUSE impotence treatment ad based on subject matter.
"It was disappointing to hear that NBC made this decision," said Julian Gangolli, Vice President of Sales and Marketing at VIVUS, Inc. "It is surprising that the network is not willing to let us reach these men and encourage patients to see a doctor for treatment."
"Impotence appears to be the last taboo subject in American society, and that's a real shame," said Thomas M. Bruckman, Chief Executive Officer of the American Foundation for Urologic Disease. "It's discouraging that NBC is not helping to get the word out on an important medical condition and viable treatment option to millions of couples affected by this condition." Bruckman said less than 10 percent of men who suffer from impotence seek treatment because the subject has not been publicly discussed more frequently.
Gangolli says impotence is an important topic for the male viewers of the Super Bowl because impotence affects one in 10 men by age 50 -- a large part (75%) of the Super Bowl audience. According to Barbara Lippert of New York Magazine, "The Super Bowl is the best place to reach the greatest number of men -- there is no other showcase like it. I think it's very funny that NBC, the home of Seinfeld and master of his own domain jokes, would see something like this as tasteless and refuse to run it, when certainly the content of their sitcoms is much more risque than this."
John Mulcahy, M.D., co-chair of the Foundation's Sexual Function Health Council, agrees. "As a physician who treats impotence, our main challenge is educating people on the causes and treatments for impotence," he said. "It's vital to get this type of information to the public."
"Even though people watching the Super Bowl won't be able to hear about MUSE," Gangolli said, "we will continue to aggressively try to get our message out to the public about this innovative treatment."
THIRD: PROBLEM FOR DISCUSSION
Mr. Stern, as an individual who is not afraid or intimated in the TV/Radio field to discuss such personal issues as the 'sexual revolution' or 'male erectile dysfunction', I would like to request you to take the following action:
1) Take a poll of your female and male viewers/listeners to determine their tolerance level to an erectile dysfunction commercial on Super Bowl Sunday and their feeling about getting the WORD out on MUSE manufactured by Vivus, Inc. You know, Howard, this product has already changed the lives in many marriages from so-so to a new lease on life. If fact, men in the very senior age group have used this product successfully.
2) Call the NBC Chief Executive of Programming and discuss (on the air on your show) a 'double standard' of TV programs with X RATED family matters, language, and situations and compare that standard to an 'ethical' pharmaceutical product approved by the US FDA for American men.
3) Talk to Leland Wilson (CEO, Vivus) or Julian Gangolli (Vice President of Sales and Marketing, Vivus) at 415/325-5511 about the excellent results ED males are having with this product to rejuvenate and reward their lives and marriages. In addition, please discuss the safety, ease, and satisfaction ED males are finding with this product (i.e. there is no need to be afraid of having a rewarding life). With the knowledge that MUSE is a safe and FDA approved product, you can better discuss this 'sensitive' issue over the airways with your listeners/viewers.
4) Become a SPOKESPERSON for eliminating Erectile Dysfunction from the American life style by using MUSE. As they say in the Army, "BE ALL YOU CAN BE EVERY DAY OF THE WEEK".
5) Convene an 'on the air' OPEN PANEL discussion of using MUSE and the benefits of a 'happy' relationship with your spouse.
FOURTH: FINALLY
Howard, tell it like it is. Can we get the word out on TV.
Sincerely yours,
your name |
